Every action a person makes is motivated by improvement. We buy because we believe it will enhance our lives. The two main reasons people buy or don’t buy are desire for gain and fear of loss. Prospects either want to add more to their lives, as mentioned above, or are afraid of making a buying mistake.
People buy when something hurts or when they want to feel good.
At the most basic level, it’s important to understand that most people buy for one of two reason — they buy to move closer to pleasure or to move further away from pain.
A study shows that desire for gain has a motivational power of 1.0, while fear of loss has a negative motivational power of 2.5. This means people are much more motivated by fear they’ll lose something by not buying. So, tap into that emotion when possible and appropriate.
By increasing buying desire, reducing fear of loss, and emphasizing the ultimate benefit you’ll make more sales and satisfy more customers.