We love to buy, but hate being sold to
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If we want to reach others we need to balance energy (sending out signals) and sensitivity (picking up inbound signals). What does this mean and how does it work in real life?
The balance between energy and sensitivity is summed up in two basic concepts:
- Selling Buying Pleasure (SBP)
- Selling Product Pleasure (SPP)
These two need to stay balanced if we are to succeed in any persuasive effort. Here's a story to illustrate the importance of SBP=SPP.
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I once went into the shop to buy shoes. Before I entered I already had a specific pair in mind, or at least the type of shoes I wanted.
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It wasn't until years later that for some reason the incident came back to me - when a dear friend of mine pointed out a simple but important aspect of buying and selling. He said: "You know, people love to buy, but they hate being sold to". Looking back I suddenly realized, that's exactly what happened. The lady in the store was service minded - her intentions, I'm sure, were noble and all - but her eager approach and "too much" attitude simply put me off.
I believe "the perfect sale" at least must have that one element in it - the maintaining of the buyer's desire to buy, not to be sold to.
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