Do you know Mark Morgan Ford?
He used to go under the pen name Michael Masterson.
You may have heard of that because he has written a lot of books on copywriting.
Mark’s one of the most successful copywriters living today. You can Google the name if you want to know more about him.
He’s developed many programs and principles that have become industry standards.
One of which is the ‘3 Rules of selling’.
This states that…
- “People don’t like the idea of being sold
- People buy things for emotional, not rational, reasons.
- Once sold people need to satisfy their emotional decisions with logic.”
Read that over again, think about it for a minute and you will understand how true those statements are, but let’s take it one after the other.
1st rule of selling
The first rule states that people don’t like the idea of being sold.
I remember the first time I heard that my mind immediately thought about the spendthrifts I know.
How they like to buy everything they want at first thought, but then, I realized the difference between wanting to buy and being sold.
Imagine this scenario.
You visit a jewellery store to get a piece either for yourself or a loved one and the salesperson says something like. ’Pick this one, though it’s expensive it fits you.’ Or ‘I know it’s expensive but this was made for you, such a beauty’.
Now nothing’s wrong when a salesperson is doing his or her job, but when the sales become pushy and the person cares less about your needs, budget and taste but hitting sales target, they make the buyer’s resistance button turn on.
The way to overcome this is to connect with buyers on an emotional level and offer solutions to their problems.
2nd rule of selling
This states that people buy things for emotional, not rational, reasons.
Imagine this picture above.
Why do you think anyone would buy the more expensive gold-plated faucet over the cheaper one on the right?
Prestige, class, and social status among other reasons are why you’d buy a more expensive brand of a product when you can find it cheaper.
It is the same reason I bought my Louis Vuitton glasses over the cheaper ones I found at the store. Even though I didn’t know it then, I know now.
3rd Rule of selling
This rule states that once sold people need to satisfy their emotional decisions with logic.
I find this quite funny, but because we are rational beings, we want to justify the reasons we bought that thing we didn’t plan for, so we say things like, I got it on discount anyway, or it’s simply a great offer.
Whatever we say doesn’t matter as such, what matters is that we must have reasons to satisfy our emotional decisions.
And this is why everyone who sells must give buyers’ logical reasons to satisfy them and eliminate buyer’s remorse, like this image below of a B2B recycling business.
So, remember this the next time you need to make a sale that… “People don’t like the idea of being sold, people buy things for emotional, not rational, reasons and once sold people need to satisfy their emotional decisions with logic.”