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Dave Richardson

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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