Do you know why people buy?

Do you know why people buy?  Well not just other people but you and me as well.

Apart from the need to solve a problem, people purchase products or services for two more basic reasons.

  • To satisfy a basic need
  • To make them feel good

So why are people prepared to pay more for some products and not for others?

  • We will pay more for specialist advice (just ask your local GP).
  • We will pay more if we believe it will solve our specific problem.
  • We will pay more if we believe it is better quality (even if it isn’t).

I know when I market my coaching in a general format I don’t have anywhere near the response as when I target my niche market and be seen as a specialist who can solve their specific problems.

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Don’t try to be all things to all people.  Become a specialist!   Andre Gide exhorts us to – “Be faithful to that which exists nowhere but in yourself- and thus make yourself indispensable.” Here-in lies the secret to you being perceived as a specialist.

Remember that you are unique. On page 50 of my book, I urge people to gain credibility. If you want to be perceived as a specialist, you first need to understand your uniqueness and what you have to offer. You prove your credibility through the way you act, as well as knowing that the information you pass on is correct and reliable.

You will need to determine which category your product or service is a solution to and market it accordingly.  Be aware though that your product or service might fit more than one category.

Do you solve a problem?  Satisfy a basic need? Or make people feel good?

Resist the temptation to be too general in the hopes of getting a larger slice of the market. Not defining your target market can be expensive and a waste valuable time and money.

Remember, if you…

  1. Listen to your clients when they are talking about their problems,
  2. Survey your market,
  3. Try different forms of marketing and test the results,

You are well on your way to becoming a specialist.

Best wishes till next time.


Author of “Good Girls do Sell – The Modern Business Woman’s Guide to Authentic Selling


P.S. To learn more about overcoming anxiety around selling register here for this workshop


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