Pleasure, pain influence buying decisions

HAVE you ever wondered why people buy?

At Better Business Group, we have a list of 50, so I thought I'd share a few with you.

We all know, as human beings, we gravitate towards pleasure and away from pain and when buying decisions are made, generally focus is on these two feelings (directly and indirectly).

Here are a few reasons people buy:

They buy to speed up their work. Yes, we all know that increased productivity and efficiencies do two things, allow us to make more money and most importantly give us more time to do the things we love. While I don't advocate you do this, another reason people buy is to keep up with the Joneses.

Many of your customers are motivated to purchase so they don't miss out, or look inferior to their peers - quite a silly reason, but one as a business owner you need to know. (Please don't manipulate these buyers into something they can not afford).

Most of us have insurance in some form right? Another reason people buy is to protect their possessions. This isn't always about insurance as a product but often reassurance - extended warranties, camera systems, alarm systems, add-on sales such as paint protection, fabric protection etc. The list is endless.

Lastly, people buy to express love, perhaps the most noble of all reasons to purchase something for someone important to them.

If you'd like a copy of our special action report 50 Reasons Why People Buy, flick me an email to

Topics:  business buying

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