This book is an easy read with some powerful messages to take away. It goes beyond the general theories of selling. It translates it right down to selling to individuals – which is really what selling is all about. It is based on the principles in Des Hunt’s best-selling book, ‘What Makes People Tick’ which I would highly recommend you also read.
As a professional sales trainer with a background in sales dealing in multi-million dollar sales budgets, I utilise Des’s simple models in all the training I deliver. Please read it, take just a few tips away to implement and see the changes to your results.
Andrew Cole
Adelaide 2008
| 2 | People don’t buy things, they buy how it will make them feel |
If you’re thinking of selling using logic, forget it. People aren’t logical creatures; they’re feeling creatures.
We come out of the womb as feeling creatures and stay that way for the rest of our lives.
If human beings were logical we would all be wearing the same clothes, driving the same type of car, choosing partners that were the same, and none of us would drink or smoke.
Emotions and feelings are where it’s at when it comes to knowing what makes people tick.
Logic only makes people think, it’s emotions and feelings which make them act.
Happy
Excited
Jealous
Anxious
Disturbed
Uncomfortable
Lonely
Guilty
Ashamed
Afraid
Frustrated
Uncertain
Hate
Revenge
Hostility
Greed
Patriotism
Love
Sad
Joyous
Suspicious
Bored
Embarrassed
Fear
Envy
Confused
Frightened
The First Law of Human Nature
The first law of human nature is: People will move towards feelings that are pleasurable and move away from feelings that are painful.
When was the last time you climbed the stairs instead of taking the lift?
When was the last time you chose to park your car a good step from the shop, rather than as close as you could get to the door?
When was the last time you sat in the front rows of a lecture theatre when the back rows were empty?
The reason we do things is all about pleasure and pain.
We are fairly clever when it comes to finding the right ‘facts’ to justify our feelings. We are good at making the facts fit our fictions.
To test the theory, simply involve somebody in a political, or religious, or any other discussion that they feel strongly about, and watch them find the ‘facts’ which supports their opinion-feelings.
The head will always find reasons for what the heart wants to do.
My friend the smoker points out people who have lived to a grand old age and who smoked all their lives.
Another way to test the theory is to listen to someone who has paid too much for something justify why they paid so much. We can justify murder if it fits in with our feelings.
People are Happiness-Seeking Creatures
We spend our lives trying to have our wants satisfied.
Almost everything we do and say is to fulfil a want.
Happiness is having our wants satisfied.
It could be said that we are a bunch of wants in constant search of having them satisfied. And when they are satisfied, it gives our lives a sense of meaning and purpose.
Happiness is having our wants satisfied.
♦ Good health
♦ Food
♦ Shelter
♦ Safety
♦ Comfort
♦ Sex
♦ Security
♦ Love
♦ Friendship
♦ Achievement
♦ Acceptance
♦ Predictability
♦ Control
♦ Recognition
♦ Self-fulfilment
PLEASURE
Health
Easy to do
Economical
Convenient
Familiar
Security
In control
Saves time
Reliable
Safe
Loved
Accepted
Relaxed
Independence
Peace of mind
Comfortable
PAIN
Sickness
Hard to do
Expensive
Inconvenient