Why People Buy – Emotional Drivers Behind Every Sale

The 5% InstituteConsultative Selling Why People Buy – Emotional Drivers Behind Every Sale
why people buy

Why People Buy – Emotional Drivers Behind Every Sale

A lot of sales training out there teaches you about the tactical – how to sell someone, or the step-by-step process to help a person make a buying decision.

However not many cover the psychology behind why people invest and buy in the first place.

This is important, because once you know why people make purchasing decisions; you can tailor your messaging, empathy, understanding, strategy and tactics to centre on it.

So the age old question = what are the emotional reasons as to why people invest and buy?

Let’s look at that now.

Why People Buy - The Emotional Drivers Behind Every Sale

Why People Buy #1 – The Two Emotional Drivers

People generally buy, based on two emotional and fundamental drivers.

These are pain, and also pleasure.


Our brains are hardwired to avoid discomfort, loss, angst, and other things that cause feelings of pain.

People don’t buy products and services as such; instead, they buy things that’ll alleviate from emotional pain.

For example; if I’m feeling hungry, I’ll buy food. Why? Because if I don’t, it’ll mean either hunger pain, or starvation (a deeper meaning and pain).

My friends may have purchased new vehicles. If I don’t buy one either, it may make me feel less than.

Once again, I’m feeling discomfort at the thought, which equals pain.


Another reason why people buy, is to move towards pleasure.

Pleasure can be described in a series of ways, depending on the type of motivation behind your pleasure.

In a business sense, pleasure may mean a desired result or outcome for the business.

At home, pleasure may mean a new TV.

Why People Buy #2 – When It’s Simple

Another reason why people buy, is when its simple to do so.

You may want to buy something, however if there are a lot of roadblocks in the way, or effort to be able to make a buying decision, your subconscious will associate the buying decision with pain.

Because we move away from pain, they won’t make a purchase.

Ensure when you’re selling products or services, you make it easy for people to buy.

For example, The 5% Sales Blueprint has instalment plans. This makes it easy for people to afford the product, making it easy to invest in the program.

Why People Buy #3 – Scarcity

Human beings love things that are rare, making scarcity join the list of why people part way with their money.

Supreme; the clothing brand, is an excellent example of a company that uses great scarcity to sell its products, and drive brand awareness at the same time.

To learn more about using scarcity to sell your products and services, check out the article here by Convertica.

Why People Buy #4 – Time

Another reason why people make purchases, is when time is running out to make a purchase. Similar to scarcity, time bound sales campaigns are an excellent way to help people to buy faster.

Sometimes people need a bit of a push, and time bound campaigns help with this.

If people feel like they can always take action later; then they will.

Why People Buy #5 – Fear

Fear is also a common reason as to why people make purchasing decisions.

Many industries use fear as a marketing tool to push their products or services.

Industries such as insurance, security, and legal use fear of what can potentially happen in the future, if you don’t buy their products or services now.

Final Thoughts

There are a number of reasons as to why people invest, however most are built on the two fundamentals of pain and pleasure.

Want To Close Sales Easier?

Are you committed to closing sales a lot easier, and consistently?

If so, you should check out our self-paced and affordable online sales training program; The 5% Sales Blueprint.

It’ll give you everything you need to close sales consistently.

To learn more, simply click on the link below for more information.

Our Online Sales Training ProgramThe 5% Sales Blueprint.

Khabeer Rockley

Khabeer Rockley is a Sales & Business Trainer, and the Founder of The 5% Institute

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