If you’re selling to businesses, remember you’re still selling to people, but that their motivations will be two-fold: personal and business specific.
There are many different motivations for buying.
Here’s a list of the 22 main ones:
- Addiction: This is outside the range of the normal human operating system, but it certainly exists and accounts for more sales than any of us can fathom. For example, this is the reason the tobacco industry is so huge the world over.
- Affiliation: Something that helps bond you to a cultural, religious or community affiliation.
- Basic Needs: We buy things to fulfil what Maslow describes as the bottom of his hierarchy; things such as food and shelter.
- Celebrity Alignment: People like to have the same things as their favourite celebrity uses. That’s why celebrity endorsement works so well.
- Compulsory Purchase: Some external requirement, such as buying school books, uniforms or something required for work, makes it mandatory.
- Convenience: You need something now and will take the easiest or fastest path to get it. Think about the last time you were thirsty and found the nearest type of drink you could. This could also be choosing the safe supplier (no one ever gets fired for hiring IBM), or purchasing something to increase comfort or efficiency.
- Ego Stroking: Sometimes you make a purchase to impress/attract the opposite sex; to have something bigger/better than others, friends, neighbours, etc.; to look like an expert/aficionado; to meet a standard of social status, often exceeding what’s realistically affordable to make it at least seem like you operate at a higher level.
- Emergency Purchase: When you need something in an emergency (plumbing, appliance repairs, lock repairs, etc.).
- Empathy: Sometimes people buy from other people because they listened and cared about them even if they had the lesser value alternative.
- Event: When the social decorum of an event (e.g., wedding, anniversary, birthday, etc.) dictates buying something.
- Fear: Many products are purchased out of fear. That doesn’t necessarily mean buying things such as household or business alarm systems, it could be fear of loss (the item could sell out), or the product is such an important product to the buyer that they would do anything to get it and would never risk not being able to get it – one of the most powerful motivations.
- Fad or Innovation: Some people (not everyone) want the latest and greatest (it’s why each version of the iPhone causes hysteria amongst many).
- Giving: People feel better about themselves by feeling as though they’re giving to others, especially when they’re promised something in return. Buying things they don’t need – or wouldn’t normally purchase – because it will help another person or make the world a better place comes under this category.
- Great Value: When the perceived value substantially exceeds the price of a product or service. This is something you don’t particularly need but just feel it’s too good a deal to pass up.
- Indulgence: Who doesn’t deserve a bit of luxury now and then? So long as you can afford it (or even if you can’t!), sometimes there’s no better justification for that hour-long massage, that stunning hand bag or that designer suit.
- Lower Prices: Something you wanted previously but couldn’t afford is now Maybe you were browsing for a particular handbag or suit, and you saw a great offer.
- Name Recognition: When purchasing a category you’re unfamiliar with, branding plays a big role. Think of the first-time purchases you’ve made over the years and how many of those were influenced by advertising.
- Peer Pressure: Something is purchased because your friends want you to – often happens in teen years.
- Prestige or Aspirational Purchase: Something is bought for an esteem-related reason or for personal enhancement.
- Reciprocity: This happens when somebody, gives or buys you something of value, or does something exceptionally nice and/or Now it’s your turn to return the favour at the next opportunity. This is known as the ‘Law Of Reciprocity’.
- Replacement: Sometimes you buy because you need to replace old things you have (e.g., clothes that don’t fit or are out of date). This could be moving from a superior model of car, TV, audio system, etc.
- Scarcity: This could be around collectibles or a perceived need that something may run out or have limited availability in the future. Additionally, there’s a hope to gain a return on investment, such as collectible or antiques; anything that accrues value over time.
