I WAS running a seminar for staff in a health and fitness club and I asked them: “What do you think are the reasons people decide to join a health club?”

These were the answers:

•   To lose weight;

•   To get fitter;

•   To have a better shape;

•   To build muscles; and

•   A love for swimming.

These answers are all perfectly valid. However, when you think about it, there are a whole host of other reasons why people would want to join a health club:

•   To meet other people;

•   To find a new partner;

•   To be able to say, “I go to a health club”;

•   Because they like the music in the aerobic classes;

•   To have a feeling of belonging;

•   Because it is the thing to do;

•   To sleep better;

•   Have more energy; and

•   To have a sharper mind.

Similarly, there are lots of reasons why people could buy your product or service, and you need to be aware of what they are or could be.

People buy to solve either real or perceived problems. They want to move away from pain and towards pleasure. They want to feel better after having made the decision to buy your product or service than they did before. So it follows that buying decisions are emotional.

Heart or head?

All decisions to buy are emotional because people are driven by their emotions in everything they say and do.

People buy products and services based on emotions.

They will decide to buy emotionally and then justify it logically.

Picture the man who buys a new Mercedes instead of a basic family car, and then tries to justify the extra cost to his partner.

He will explain all about the reliable German engineering, the superb after-sales service and the high resale value.

However, as we all know, he probably bought the Mercedes to impress the neighbours and his friends. It was another decision based on emotions.

Some people will also buy a house (probably their most expensive purchase) because they feel good about it.

Real reason

Your customers won’t always tell you the real reason for buying your product or service. Take my example of the health and fitness club. A potential new member might tell you that he wants to lose weight and get fit. However, the prime motivator for joining is to meet new friends.

The health club markets its business by promoting the range of fitness machines, qualified instructors and superb swimming pool.

However, what the new member really wants is to mix with new people. This is sometimes known as the DBM or Dominant Buying Motive.

When marketing and selling your business, you need to consider the emotional and hidden benefits of your product or service, and communicate them to the potential customer.

The customer can then make a decision based on their DBM.


Article by Alan Fairweather, “The Motivation Doctor”. He is an international speaker, best-selling author and sales growth expert with more than 17 years of turning people into consistent top performers. For more information, visit: http://www.themotivationdoctor.com. Article source: http://EzineArticles.com/?expert=Alan_Fairweather