Pride is a benefit a buyer seeks from a produce or service.
William James, the American philosopher, said “The deepest principle of human relations is the craving people have to feel important. He uses the extreme word craving instead of the milder desire. Contemporary people might call it self esteem, something which stimulates people to set goals and go to work in the morning.
Sales people often can rightly indicate a feature of what they sell that will inspire a healthy pride in the buyer. For example, a salesclerk may point out that a lady will be proud to wear the blouse she is considering because it coincides perfectly with her hairdo, complexion and facial features. Or with a male customer a car salesman can indicate the pride of being among the first to have a car with combined electric and gasoline propulsion.
During a visit in Iowa with my family I sent to a local barber for a short haircut. He took me literally and cut everything save the skin. When my niece heard my complaint, she marked “But it makes you look younger.” Does anyone know a senior citizen who does not feel a twinge of pride when hearing , “ but it makes you look younger?”
Tags: sales desire, sales motivation, sales techniques, sales tips, SALES: by People, selling
