Understanding why people buy your product or service is crucial. And here’s the truth… people buy for their own specific reasons – usually not the reasons we think they are buying.

The truth is, we can never be certain what the real reason is that someone buys our product or service. We might be able to hazard a guess, but because buying is an emotional decision, we will never know for sure.

The best possible research you can do for your business is to find out why your customers are buying whatever it is you are selling. Learn that reason. Know it well and let it guide your business in the future.

Worth reiterating: People buy for emotional reasons, logic only comes into play after the buying decision has already been made. In other words people buy because they want whatever they are buying, they use logic to justify their purchase. This includes everything from lattes to Learjets.

Question: What do you think about the idea of selling to people’s emotions?