Why understanding human nature will make you a better sales person?

What you need to know about human nature before you sell anything. I was reading Joe Sugarman’s book and what he said about human nature really grabbed my attention. He said it is human nature to tend to ignore the prevention but desire the cure. True isn’t it?

The example that he gave which i will give here in my own words is this. If you went out selling burglar alarms few would consider what you are selling if they hadn’t recently been robbed. It is human nature to think it won’t happen to me. Once it happens a cure becomes necessary and the victim is suddenly willing to pay a lot more for cure than for prevention . A cure is more expensive than prevention.

So when you write sales or marketing copy be careful what you are selling.
Your success rate is poor with prevention. Your price is less with prevention.
Cure has a response of its own. Cure drives sales like nothing else.

The secret here is to sell the cure. The cure is more profitable than prevention. The cure is desired more by all who are afflicted. The cure is surely costly but if you are selling that doesn’t bother you. You are coining it.

To succeed ask yourself if you are selling a cure or prevention. They will always be more people looking for a cure than those looking for prevention. Create a lead generation that’s geared towards both. Those in need of a cure need hospital now those in preventative mode keep them close, a trigger event either yours or a natural one will come. Let the event find you nurturing them as a lead.

Take an accounting firm selling tax services and bookkeeping. A business that falls into tax wars with the revenue authority will seek tax consulting services urgently than one which is not yet in trouble. Prevention is better than cure for sure but then it is not in the nature of humans to listen. Is it?

By Aubrey Mavhuli

Chief copywriter


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