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Sales Truths: People Buy to Gain Pleasure… or Overcome Pain

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What we know about how you sell

TRUTH #3

WHY IT’S TRUE: Because it’s the same for every type of product. Is the husband buying jewelry for his wife, or the woman buying herself a diamond bracelet … are they looking for pleasure or trying to overcome pain? Perhaps the guy is in the doghouse and flowers just won’t cut it this time. And maybe the woman has just wrapped up a messy divorce or just got fired from a job. 

PLAN OF ACTION: Show that you care. Sympathize with the pain of the guy who says, ?Boy, am I in the doghouse!? You might respond by asking ?How big is that doghouse?? When people know that you understand and care about their pleasure or pain, you’re on your way to closing 
a very nice sale.

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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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Dave Richardson

Sales Truths: People Buy to Gain Pleasure… or Overcome Pain

mm

Published

on

What we know about how you sell

TRUTH #3

WHY IT’S TRUE: Because it’s the same for every type of product. Is the husband buying jewelry for his wife, or the woman buying herself a diamond bracelet … are they looking for pleasure or trying to overcome pain? Perhaps the guy is in the doghouse and flowers just won’t cut it this time. And maybe the woman has just wrapped up a messy divorce or just got fired from a job. 

PLAN OF ACTION: Show that you care. Sympathize with the pain of the guy who says, ?Boy, am I in the doghouse!? You might respond by asking ?How big is that doghouse?? When people know that you understand and care about their pleasure or pain, you’re on your way to closing 
a very nice sale.

Advertisement

Advertisement

SPONSORED VIDEO

Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

Promoted Headlines

Most Popular