Home 
Meet Pam 
Blog 
Consulting 
Contact 
Understanding The Psychology Behind Buying
The psychology behind buying is both simple and complex. It’s simple, because each element of the psychology is easy to understand. However, actually using it in real life and business can be fairly complex.
Let’s go into two of the most important elements behind the buying psychology: emotions and logic.
Buy On Emotions, Justify It With Logic
Does someone buy a Mercedes because it logically makes sense? No – they buy a Mercedes because of how they believe they’ll feel when they own the car. The luxurious feel. The envy from others. The sense of pride… of power.
Then they tell themselves: “I’m buying it because I need to impress my clients.” Or “I’m buying it because if it helps me land just one deal, it’s almost paid for itself.”
The reality is, however, buying decisions are almost always made on desire. Only once a strong desire has made the decision, than logic is used to justify the buying decision.
How can you use this to your advantage?
First of all, perhaps the most important skill you can master as a marketer is the ability to create desire. If you can instill a sense of excitement, of urgency, of tangible desire to own your product in your potential customers, your ability to sell will go up dramatically.
The other thing to take away from this principle is how important it is to help lay out the logic your client needs to justify the purchase. If you can explain why they’ll make their money back from their investment, you make it much easier for them to give in to their desire to own the product.
The Importance Of Believability
Marketers and salesmen often try to make huge claims. It’s almost as if they’re in a competition to see who can make a bigger claim that nobody believes.
The most important thing in getting people to buy isn’t making big claims. Instead, it’s getting believability.
If I could convince you that I could show you how to make an extra $2,000 a month for no additional effort, all it would cost you is $50 and you believed me 100%, how likely are you to say yes?
On the other hand, if I tried to convince you I could make you a million dollars and you didn’t believe me, how much would you pay me for that?
The most important thing really isn’t how big a claim you can make, but how big a claim you can make your customers believe.
Desire is built on claims people believe. If someone really believes their lives can be better, they’ll get excited. Logic is also built on claims they believe. If someone really believes that buying that new Mercedes is worth the investment, they’re much more likely to spend the money.
The psychology behind buying is in some ways simple. Get people to want your product and remove the logical reasons why they shouldn’t. It’s also a skill that can take a lifetime to master.
I’d love to hear from you! What is the one tip you received from this post that you think will help you in your business the most? Please share your thoughts in the comments section below. Also, there are many more points of view than mines and I’d love to hear yours so please give me your input below as to what YOUR most powerful business or marketing tip is.
If you have any additional questions about starting your business and need assistance with expanding or marketing your business, please feel free leave me a comment or post it on my Facebook Page and I’ll try to assist you in any way I can!
Also, please sign up for my new E-Course “Market Your Business Like A Social Maven” 14 Days To Social Marketing Success. In this course I’ll provide you with daily tips and information that you can immediately use to improve your business.
Have a fantastic day!
Pam Lawhorne
If you enjoyed, please be kind enough to share, retweet and/or leave a comment. Thank you!
Need help with Developing Your Social Marketing Strategy? If so please click here.
[ad#scribe]
I really believe that when a person who wants to venture into a business which typically involves the producer and the consumer, one really has to understand how people think. Thank you so much for this post. I think it would really give help to people who wants to improve their business and deal better with buyers.
Thanks! I’m glad you found the information helpful! ;o)
Pam
I bumped onto this website while searching to understand what makes people buy. I have picked up three words that summarise the whole story: Emotions, Logic and Believability.
Thanks Pam
You’re quite welcome Lucus! Make sure you sign up for my mailing list so we can keep in touch!
Pam
Short and to the point, nice read! As CEO/COO of a medical software co, it was a nice reminder, get people to ‘want’ your product. Basic yet, the bottom line!
Hi Mark!
Even though it’s simple, sometimes we forget! We think people will want it just because we’re selling it! ;o)
Thanks for your feedback!
Pam