Secrets to Soaring Sales

People Are Experts at Rationalizing!

By for Secrets to Soaring Sales

If you haven’t already read Sunday’s blog entry on the powerful metaphor of the human brain as elephant and rider, read that first. It’s the springboard on which the following several days’ blog entries will bounce off of.

Robert A. Heinlein once wrote: “Man is not a rational animal; he is a rationalizing animal.” There are only few statements truer than this.

Very often (especially when it comes to buying decisions), we decide what we want based on desires or emotions, and only after deciding that we want it do we rationalize the decision with logic. For instance, does your wife really need 80 pairs of shoes? Or does she WANT 80 pairs of shoes, and then comes up with reasons why she NEEDS 80 pairs of shoes.

What about shopping on Black Friday (the day after Thanksgiving)? People stampeding over one another, fighting to get the best bargains. If you ask a Black Friday shopper, he or she may tell you they’re shopping for the savings. Yeah, right. Saving a few dollars is well worth the price of getting up at 3 AM, and being thrown in an unruly mob of other shoppers.

What they really want (even if they don’t recognize it) is to be admired by others for how well they manage money, or admired for their courage and bravery in entering such chaos, or maybe they simply want a story to tell. They FEEL something they want to be first, and then they RATIONALIZE that decision with logic.

What does this mean? The elephant is very powerful, and if you can get people to FEEL something first, you’re well on the way to the sale. We’ll discuss supplying rationalizations tomorrow.

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