The Selling Formula Pro’s Don’t Like Sharing
All morning we paced up and down the halls with nothing to do. We lost internet, cable and television the night before. In fact, the whole neighborhood lost it. Sure, I could have read a book. I just wasn’t in the mood.
Instead, we engaged in group misery. We complained about the incompetence of the cable company. When someone takes away something of yours, anger and frustration ensue. Cable and WIFI were once luxuries. They’re now regarded as god given rights.
At 11:20 AM I checked my phone. That beautiful WIFI signal reappeared in the top left.
“We got Internet back!”
I made sure everyone knew.
Within seconds, five of us were typing away on our laptops. Voices went silent. The sound of the soft touch keyboard dominated the house.
Losing Hurts More Than Never Having
I never lamented the absence of WIFI before I had it. I didn’t know any better. Now that I have it, losing it hurts.
Losing something you own hurts more than never owning something.
I don’t have 10 million dollars in the bank. Sure, I’d like 10 million someday but I never lose sleep over it.
What if I misplace $10,000 of my own money? That would tear me apart for days.
What’s the difference?
I already have $10,000. Losing what you already possess hurts.
Not having what you long for creates only a minor itch.
This subtle difference can make or break a marketing campaign.
It’s Never About The Money
Framing your solution as a prize they hope to gain may create interest, sometimes strong interest.
Framing your solution as something that will restore what they’ve lost creates desire. Desire gets us past the inertia and inspires us to buy.
Here is the secret the pro’s never talk about.
The loss can be anything of value, not just money.
Think of the guy who lost his self-esteem after a divorce. He hasn’t been on a date or had sex in two years. Now you come along with a product to help him improve his dating game.
That’s not enough of a promise for this guy. What really sells him is the promise to regain the dignity he lost after his divorce. The promise to regain his confidence and self-esteem.
The difference between a promise to regain something lost and achieve something beyond reach may be subtle. Those subtle differences could make or break your campaign.
What Do We Really Buy?
That’s a question you need to ask as you position your product.
Do they long for a better vision of themselves?
Are they buying to retain their status within their group (keeping up with the Jones’s)?
Is there a prestige factor that elevates how they feel about themselves?
These are all powerful reasons. One desire rises above all these.
Many of our buying decisions rest on the belief that we will regain something we’ve lost — or think we’ve lost.
- The divorcee looking to recapture his mojo
- The middle aged guy looking to reclaim his youth
- The woman who craves the youthful appearance of twenty years ago
- The downsized worker looking to reclaim his dignity
If that’s what your prospect seeks, your sales job became easier.
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Why your prospect buys is crucial to a successful campaign. For my best marketing and creativity tips, click here. These are proven tools at zero cost.
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