The majority of people hate sales at both ends. However, the universal truth is we love to buy.
How can we explain this paradox and use it to our advantage?
We need to look at this and understand what is going on from both sides of the same coin.
Everyone loves to buy!
Here are three key reasons why we love buying:
- Anticipation. When we buy something, we anticipate how it will help us achieve what we want. This anticipation triggers dopamine release—the happiness hormone—creating a feeling of pleasure and satisfaction. The trick is that our brain does not differentiate anticipation from the actual act. Thus, once we buy, we instantly experience pleasure.
- Sense of control. When we buy, it feels empowering. It feels like we made a choice; we made this decision, and we feel powerful, independent, and in control. It’s way easier to feel these feelings when buying vs. dealing with other people or changing other circumstances in our lives that are not that easily influenced by our own choices and decisions.
- Sense of belonging. Often, buying can also create a sense of connection—through supporting brands and people we care about, sharing our new finds with others, and standing by our shared values and principles.
There are more reasons we love buying, like the sense of newness, the enjoyment of discovery, the feeling of accomplishment, etc., depending on the type of purchase and particular circumstances.
In conclusion, we love buying. You can reflect back on your recent purchases to notice your own thoughts and feelings.
Yet, we hate to be sold, and what's even more terrible, we hate selling.
Let’s dig into the second part.
Why do so many people hate selling?
I could not find reliable stats, but I think it's kinda obvious.
Am I wrong?
So, let’s not be bugged with the numbers and get right into the reasons why so many people avoid sales at all costs.
- Sales got a really, really bad rep. When we think about sales, we have the wrong picture in our heads. We think of a nasty, aggressive salesperson using manipulations and sleazy tactics to push us to buy something we don’t really want or need. Well, if that’s your image of sales, no wonder you are scared to death to even think about selling.
- Fear of rejection. This is one of the deepest fears out there. In our primal societies, if you got rejected, that meant the end of it. You would not be able to survive on your own. It’s no joke our brain hates rejections and treats them like a survival threat.
- The “M” word (money). I think people dissemble when they ignore money's part in selling. There is much stigma attached to money. I’ve seen people who are great in influence and convincing but fail miserably once money’s involved.
Again, that’s not it.
There are more reasons why selling is uncomfortable at a minimum and unbearable at most.
But these should pretty much give you the idea.
What’s now?
Well, here’s what I think:
- If you want to build your business (for example, a coaching/consulting practice), you will have to sell at some point, one way or another;
- Understanding what’s going on is the first step in your journey;
- You can fall in love with sales, no matter what.
What?
Yes, that’s what happened to me 10 years ago.
If you want to hear my story and fall in love with sales, join me for the New Masterclass: Become a Sales Jedi. Turn Your Weakness into a Super-Power in just 45 Minutes.
And we'll be using the power of movies to help us change how we see sales.
Don’t miss the chance.
See you then,
Lidia