Why People Buy and Why it Matters

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“I really think you’ll love this skincare product, it’s 100% plant-based and all the packaging is environmentally-friendly and …”

“That’s not what I’m really looking for in my skin-care regime.  I want quick, easy, and effective.” was my response.

“But …”

And she’s lost me.  She didn’t listen.  Yes, I care about the environment, I care about the ingredients and all that – but when it comes to skin-care I care more about how it makes my skin look and feel, and how easy it is to use.  I’m busy, and every product I use needs to fit in with my lifestyle.

When you are selling something, listen to your prospect and ask questions so that you can work out what is most important to them, and discover why they would consider buying your product in the first place. 

You can only sell if people are interested in buying from us, so why do people buy?

People Buy When They Know It Is For Them

One of the problems service-based businesses face is that clients have to buy your services before they can fully understand the benefits you bring to them.  I hear this a lot from service operators and it frustrates me intensely. 

If you think about it you understand exactly why prospects won’t buy into something that they know little about because you wouldn’t do it yourself.  Savvy business owners stop complaining and start educating their prospects about the value of the service and what it will actually do for them.

I’d like you to meet Elizabeth, a Natural Therapies Practitioner who also offers Kinesiology, Emotional Freedom Technique and several other very valuable modalities.   She charges $125p/hour for her sessions and all of the clients she has worked with have had amazing transformations in their health and well-being so she has some very convincing testimonials and case studies.

Like most service business owners, Elizabeth needs more clients but she had trouble getting people to buy an introductory session to learn how these modalities might help them.

That’s not just Elizabeth’s problem, it’s a problem for many of us!  Why would anyone want to invest $125 just to find out whether something can help them? Most people have other things to do with $125 than just ‘try’ something out.  Even worse, what if I decided to give it a whirl and didn’t get the result straight away? I would probably go out and tell others about how Kinesiology doesn’t work and label Elizabeth as a quack to some of my friends/family. Terrible, but it does happen.

Elizabeth and I discussed the importance of educating people about Kinesiology and those other modalities – and how they could help.

How Can You Educate Your Prospects?

Elizabeth could hold a free monthly information session. Say, the first Monday of the month you can run an education session for 5-10 people that tells them about kinesiology, explains the problems it solves and the conditions it treats.  You might even provide a quick demonstration – but you mostly want to focus on the results it has given others.  You might make it free, or you might charge a small fee – but your goal for this session is not to make money, it is to get people in the door, so you need to balance a perception of value, with a ‘no-brainer’ situation.

This gives people who would never pay $125 just to ‘try it out’ the chance to get to know you and understand what you do without spending money on something they know nothing about. You can really raise their value perception. But you can also talk about what kinesiology can do for your prospect. Maybe they need it, maybe they don’t. Perhaps they really need it desperately, but they might not know that.   Once you’ve got them in the session you can talk about all these issues kinesiology and the other modalities address, and something triggers their response,  “Oh, I see value in that now, because it will release this issue that I’ve got, can I come and have a session?”

Problem solving, and how your solution helps people is much more interesting than if you talk about processes like muscle testing. Most prospects won’t really resonate with the details of your process because they don’t care – but if I’m a chronic migraine sufferer and you say, “I’ve got this thing called kinesiology, it helps with migraines and here’s the proof, come and talk to me about it.” then that’s helping me solve a real problem.  I don’t connect with the features of kinesiology, I connect with the benefits of it.  So what’s the end outcome? Ask yourself that question and then talk about those things – the solution to urgent problems.

Create Opportunities to Educate

Look, I get the struggle to attract clients, but I work on the philosophy of empowerment – I’m all about empowering people to move towards the goals they really want.  Complaining about the economy won’t change anything (although what we focus on does get out energy), but taking action to change will. I hope you’re starting to see how valuable this material is – if you understand yourself, and put yourself in your buyer’s shoes, you’ll find ways to help them understand the value of what you do.

You need to think creatively about demonstrating the value of your service – education does take effort, but it is much more effective than sitting around complaining about not having clients, or people being unwilling to pay your prices.

Meta Description:  Understanding what is important to your prospect in their buying decision is a crucial factor in closing sales.

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