The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?
The ONLY 2 Reasons why a Buyer Buys Something
|
Good morning Reader The first is a… Problem The second reason is a Desire. Or as I often label it, a Want. A want to be thinner. A desire to learn a new skill. A desire for larger revenue numbers. The list is endless. But the power of the problem is greater than the demand of the desire. Consider the following situations.
As Human beings though, we are programmed to avoid pain and loss more than we are pleasure and gain. In fact 7 out of 10 of us will make a decision because of a drive to avoid pain than to gain pleasure. Tooth agony or unhappiness in front of the mirror? I know which one I would be prepared to put up with and most buyers are the same. We buy because we want to solve pain. But we are often very good at hiding the pain. Very good. My old cat used to hide the pain he had with injuries. I knew things weren’t right with him but did he want to show me? Did he hell! Why not? Because he knew I would put him in the carrier and take him to the vet. The vet would examine him and cause him stress EVEN THOUGH he was trying to help him. Buyers are the same initially. They will hide the pain and put up a front rather than admit they are struggling and need help. Like a new cat you meet for the first time, buyers need time and attention before they trust you. They want you to stroke under their chin or rub their belly before they open up. Proverbially speaking of course 😀 They want to feel important. Make them feel that way and they will maybe let you in and help solve the issues that concern them. Because that is what good salespeople do. They don’t sell. They solve problems. Problems that even the buyer (just like my old cat) doesn't realise they have. Or that they don’t want to admit. Don’t get excited though. Just because you solve their problem, It doesn’t mean they will automatically pay what you want though. My cat would still scratch the vet when he was being given his medicine…… We have to bridge the ‘Value Gap’ to achieve the results we really want. Stay tuned for next Saturday for that. Just focus this week on pain, challenges and issues. Those of your potential buyers. Become an expert in them. Get a PHD in their problems. Until next Saturday, stay focused on becoming a fly on the wall on the brain of your buyer. James How would you rate this edition? 🤏🏻 So-So |
James White
The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?
In today’s edition, we explore why you cannot rely on social media and referrals alone to bring new business in. You have to get on the front foot as hope is not a strategy. Let’s get to it. Hi Reader, I had coffee with a friend last week, and it was good to catch up. He has done very well in his job but has recently decided on a change and will be leaving his job at the end of February to embark on a new career. He told me that he was excited at the thought of the new challenge, but also...
In today’s edition, we explore why so many people don’t achieve goals that they set for themselves.They fail because they don’t prioritise. Let’s get to it. Good morning Reader, We all start January with good intentions. I did last year. I wrote down all of the things that I wanted to do. I got my big jotter pad out and did a circle in the middle saying ‘2025 goals’. There were at least 8 of them, maybe 9. I had good intentions, I really did, but this approach was flawed, and I should have...
Hello Reader, Happy New Year! I hope you’ve had the chance to rest, reflect, and maybe even think about what you’d really like 2026 to look like. Not just in sales results, but in how you feel about the work you’re doing. At this time of year, lots of people set goals or resolutions. Fewer people create a clear plan to achieve them. And in sales, that’s where the difference lies. A strong year isn’t built on motivation alone — it’s built on clarity and consistency. Knowing: what you want to...