Why People Buy Things

Scott Hogue

I am going to give you the 30,000 foot view on why people buy things and looking at it this way can change your life and business.

One of my favorite Dr. Wayne Dyer quotes is this: When you change the way you look at things, the things you look at change. 

That is what this is about.

All products are bought because of a gap. There is a gap between where a person is in their experience of life and where they want to be.

So a person that buys a drill, buys a drill because there is a gap between what they are experiencing in life and the life experience they desire. Few people buy a drill because they actually want a drill for the experience of owning a drill, they buy the drill because they believe having a hole will move them closer to the experience they desire in life.

So look at it like this:

Where your customer is -----------------------> Where your customer wants to be

If you can position your product or service where it will move your customer or prospect from where they are to closer to where they want to be, they will want your product.

The closer to their desired destination your product can move them, the more they will want the product.

The better they understand how it will move them to where they want to be the more they will want the product.

Not too low and not too high, but the more fair they think the price is the more they will want the product. Too low and they will doubt the value, that it will really work. Too high and they will think it is over priced and no on wants to be taken in a business deal or purchase.

This moving to cross the gap concept is so important for many reasons, but one reason is that you can spend a fortune on advertising trying to sell your product and still not see much success. On the other hand, instead of selling your product you can position it where people will want to buy it and you will save much of the advertising expense, be able to price it for better profits, have a more consistent business and enjoy the benefits of dealing with buyers instead of trying to convince people and make a sale.

When you understand this, everything changes.

Enjoy your day,
​Scott Hogue CChH

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