How to appeal to the customer’s needs

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Brian Tracy on The Psychology of selling.

In selling one has to be a little bit better and different. This will make you stand out. We can all agree that almost everyone is selling something…in order to stand out, you have to be different in the key areas of selling for you to accumulate an extraordinary difference in income.
Brian Tracy is a self development writer, motivational public speaker and business consultant. He is an American-Canadian who has written more than seventy books which are being translated to different languages. His work ranges from public speaking, time management, business management and personal development.
Tracy believes that in order to make a sale, one has to situate their business as a solution to the human needs.
It should be noted that there are eleven needs which drives human beings to buy. Whether it is food, education, clothes, medicine or machinery, the needs fit into these categories.
1. MONEY.
In order to generate more sales, you have to link your product or service as a way of making or saving money.

2. SECURITY.
Any appeal to greater security will arouse the interest of the prospect.

3. BEING LIKED.
Your product or service should increase the amount that your prospect is liked by others.

4. STATUS AND PRESTIGE
The biggest need is to feel important. When you can structure your product offering to enhance the status, respect and prestige of another person you can touch on this deep human need and trigger their buying desire.

5. HEALTH AND FITNESS
Everyone wants health in a cost effective way, situate your product or service where you offer that and you will make more sales.

6. PRAISE AND RECOGNITION.
Convincing your prospect that he will get additional recognition by using your product or service weakens the price resistance considerably.

7. POWER, INFLUENCE AND POPULARITY.
People want power and influence and they will buy products or services that will give them more of these things.

8. LEADING IN THE FIELD.
People want to be seen as current and modern. Tell them you will be the first or one of the few, and they will purchase your product.

9. LOVE AND COMPANIONSHIP.
People crave companionship and good relationships. When you can present your product or service as making the prospect more attractive and desirable as a companion, immediate buying desire is achievable.

10. PERSONAL GROWTH.
Who doesn’t want to become better, knowledgeable, ahead and skilled?. When you promote your product or service as something that can help people to reach great heights of personal success and self reliance, you generate a desire to purchase.

11. PERSONAL TRANSFORMATION.
Increase buying desire by increasing the positive emotion of desire for growth that will trigger that sale. Give “a better than money back guarantee”.

The magic here is to market your product or service in light of these needs in order to generate more sales. This information was extracted from the book, the psychology of selling by Brian Tracy.


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