Why people buy from you

PCE has often written about how to enhance the buying process using positive psychology that taps into human motivation.

The ability to do this is reliant on your understanding of what drives human behaviour and in particular why it is that people connect with you and your offering.

PCE and others have written about the work of Paul Lawrence and Nitin Nohria whose theory on human behaviour can be adapted to the sales process in financial planning and especially insurance sales.

As a recap the theory suggests that humans have 4 insatiable drives being the drive ti acquire, to bond, to learn and to defend.

In financial planning and insurance solutions we have at our core a desire to help our clients and in fact meet these needs.

Success therefore should you subscribe to the theory is dependent on having a deep understanding of what it is that your clients truly identify with as needs and wants.

In the new world of financial planning and a future insurance world what people will buy from you is dependent on how deeply they feel that they need your services or your offer or your solutions when balanced against these drivers.

In fact the greater your ability to explore these motivational forces with your clients ergo the greater your success at positioning your solutions.

This then transcends the need for niche marketing or specialisation. Inter generational advice techniques become irrelevant along with the marketing materials to tap into and converse with multi generations.

Rather these needs and drives work across demographics of age, culture, sub culture and social class.

Skilled practitioners using these drives can predict human behaviour and hence anticipate needs into the future making sure that they are always one step ahead of their competitors.

In a new world of financial services such foresight is invaluable.

Most of all utilising and designing your business to tap into these drives does one very important thing. It allows you to connect and engage with your clients on a deeply emotional level. Not only a differentiator this emotional connection is incredibly important in decision making. Despite the temperament of the client the emotional feedback internally provided to the client becomes positive buying signals that drive rational decision making. Whether someone just feels right doing business with you or whether they feel it is a sound rationale decision the truth of the matter is they will buy from you because you have emotionally connected with them.

The way you've done it is by leading them to the path to either acquire, bond, learn or defend or better still......all of the four.