Here’s a million-dollar truth about selling: customers don’t care about your product. Yes, you read that right. They don’t care about your company history or background either.
What do customers really care about? Just one thing – what your product or service can do for them.
Think about it. When people buy something, they’re not just getting a product. They want results. They want to know how it will make their life better.
This simple but powerful insight can change how you do business. Stop focusing on what you’re selling. Start focusing on how it helps your customers.
The Psychology of Buying: Past vs. Future
Want to know how people make buying choices? Here’s a key rule to remember: only 15% of buying decisions come from past experiences. The other 85% comes from how people think about their future.
What Buyers Really Want
When people buy something, they’re looking ahead. They want:
- A positive change in their life
- Better results
- Clear benefits
- Most importantly, a transformation
People don’t just buy things – they buy the promise of becoming better. They want to know how a product or service will transform their life for the better.
Sell the Destination, Not the Plane: A Sales Analogy
Think about planning a dream vacation to the Canary Islands. What gets you excited? Is it the airplane that takes you there? Or is it the beautiful beaches, sunny weather, and amazing experiences waiting for you?
The 90/10 Rule of Sales
Here’s a simple rule for better selling: spend 90% of your time talking about what customers will get (the destination) and only 10% on how they’ll get it (the plane).
A Common Sales Mistake
Many salespeople get this backwards. They focus too much on:
- Technical details
- How things work
- Product features
- Delivery methods
It’s like a travel agent showing you airplane diagrams when you just want to hear about your beach vacation. Nobody wants to learn about airplane seats and food service when they’re dreaming of sandy beaches!
What Really Matters
Focus on what happens after the purchase. Talk about:
- The end result
- The benefits
- The experience
- The transformation
Remember: customers care about where they’re going, not just how they’ll get there.
The Core of Sales Success: Selling Improvement
The Simple Truth About Sales
Here’s what really makes people buy: they want their lives to get better. It’s that simple. When customers spend money, they’re looking for improvement.
The 90% Rule
Want to make more sales? Here’s a powerful tip: spend 90% of your time talking about how your customer’s life will change. Show them the better future they’ll get.
Why People Buy
Remember this key point: customers only buy improvement. They look at two things:
- How much better their life will get
- If the benefits are worth the cost
When the improvement feels bigger than the price, people buy. That’s the basic rule of every sale.