Here are 2 little known secrets that get customers to buy. And we will look at how you can use these secrets to generate more sales in your business.

Secret number 1, Customers only care about themselves
Secret number 2, Customers buy on emotions


If you’ve been in sales for more than 5 minutes, you know this already. Buyers don’t care about you, they only care about what you can do for them.

So, in this section we are going to talk about how you can position yourself so buyers feel like you really care about them. To set this up, we have to talk about your business mindset.

Businesses tend to operate from one of three mindsets. They are either; Needy, the Prize or Arrogant. The chances are, when times were good a lot of businesses slip into Arrogance. That’s ok. We’ve all been there.


But what happens when times get a little tougher? Like when there’s inflation and your customers become more price sensitive?

Which mindset are you operating from? Needy? The Prize? Arrogance? Be honest.

👉 Needy is;
• You know you’re in a downturn and you think it’s going to get worse. But customers are still coming through the door, so you remain reasonably confident about your future.
• You rely on your reputation and track record to carry you through. But as time goes by and things get tougher, you begin to wonder if it’s enough.
• You are focused on securing your immediate opportunities to maintain momentum. This gives you confidence in your abilities.
• Because you are Needy you put your needs first and the focus tends to be on you and your business.
Needy is coming from a scarcity mindset. And worst of all, customers can sense it. And they know if you are operating from this mindset because it’s all about you.

👉 The Prize is;
• You know you have something of value to offer your customers because you understand their deep emotional desires. More about that in secret number 2.
• Customers feel cared about and back in control.
• You tailor your advice and service to make the experience better and easier for the customer to engage with.
• You don’t use stock answers and don’t talk about your features because you know that puts customers off. Instead of focusing on selling to their emotional desires.
• You can feel and see opportunities going forward.
• You put your customer’s needs first.
The harder any market becomes, the more customers will look for businesses that put their needs first and who can demonstrate more value that their competition (based on emotional desires). Your words and actions during a sale are set by the mindset you are operating from.
The Arrogance is;
• You think you, your business and your life are totally awesome.
• There’s really no need to change the way you sell because surely people will just flock to your door because you’re so amazing.
• When customers come to your business, you tend to talk about all the success you’ve had.
• You do very little listening and plenty of talking.
• It’s all about you. This means you don’t put the customer first.
• At best you talk about your product or service in terms of features.
• I could go on but you get the idea.
Here’s one of the most important points, Needy and Arrogant are all about YOU. And as I’ve already said, customers don’t care about you. They only care about how what you have, helps them get to where they want to go to.
The only position you want to operate from in business, is the Prize mindset. This is the only position where your focus is on the customer and what they get from the interaction with you. When you operate from the Prize mindset you become the business of choice. Because customers want to feel like you understand them at a deep level and that you care about them more than you care about yourself.



What does ‘people buy on emotion’ actually mean?
Should you use emotional language to sell to new customers?
Or do certain types of emotions encourage customers to buy?
If you look on the web, you’ll find a list of emotions that create sales… But, I warn you, this it’s not the best approach to selling. Here’s a list for you anyway:
1. Greed
2. Fear
3. Envy
4. Pride
5. Shame

Yup, this is the generic, cookie-cutter approach to understanding your customers and what emotions will get them to buy from you.

But, what if I were to tell you there was a much more powerful way to engage the customer. A way that doesn’t rely on a generic, cookie-cutter approach that everyone else will be using.
An approach that will literally allow you to elicit a customer’s deepest, emotional desires, so you can show them a product or service they will fall in love with.

Check the video out. 👇


Video takeaways.
• If you’re relying on features and benefits to sell, it’s the weakest way to sell and you will end up selling on price.
• When you rely on features to sell, customers evaluate your offer against other features. But, when you sell to emotional desires, it’s harder for customers to evaluate your offer against other offers, so they are less likely to buy on price.
• No one buys a drill, they buy the hole it makes. The drill are the features. The hole is the emotional desire.
• Selling to a customer’s emotional desires dramatically increases the perceived value of owning your product or service for that customer.
• Selling to emotional desires helps you stand out from your competition.

When you operate from the Prize mindset your customers feel cared about and will trust you more. This opens the door to understanding their deep emotional desires.
Once you know which emotional desires your customer is looking to fulfil, you can tailor your communication to match their desires. This means they will connect more emotionally with you and your products. In fact, when you sell to emotional desires, customers often sell themselves on your offer.
Selling to emotional desires is how you trigger the emotional part of the sale.

I’ve been a sales trainer and sales coach for over 15 years.

I’ve worked in EMEA, APAC, and North America. Helping companies and individuals communicate more effectively and emotionally with their customers and prospects.

I now offer, No Win No Fee sales coaching to small businesses. This means they get all the knowledge to help them win more business without the upfront costs. I only get paid when you get paid. I’m putting my money (literally) where my mouth is.

Here are some of the brands I’ve shared my knowledge with; Google. Unilever. Procter & Gamble. Thomson Reuters. Big Pharma (I can’t mention any names), banking and finance, and over 100 of the world’s best-known advertising and media agencies. As well as hundreds of start ups and small businesses.

Check my profile 👉

Marcus Corah
Author: Marcus Corah