| Our friend and mentor Roy Chitwood wrome in his book World Class Selling, the Complete Selling Process (pages 103-104) that different people have different motives for the purchase. Roy illustrates his point, as follows...
Suppose that you see three people walk into a pet store and a half-hour later each walks out with a St Bernard dog.
Out of curiosity, you ask the first person why she bought the dog. "I live alone" she says, "and I have to admit I get lonely. I expect Bernardo here will give me companionship, affection, and love. Look at that, he's licking my hand already."
Then you ask the second person who emerges from the store why he bought the dog and he says, "A St Bernard is a breed of dog I've always wanted to own. This particular fellow has an exceptionally fine pedigree. Would you like to see his papers?"
The third person says, "There have been a lot of burglaries in our neighborhood lately, even in the daytime. My wife and I are gone at work all day so our home is a perfect target. Burglars are going to think twice about breaking in when they see a guard dog this size."
The first person bought the dog for affection: Satisfaction of Emotion. The second person's motive was the dog's lineage: Pride of Ownership. The third person's motive was the dog's size: Fear of Loss and/or Security and Protection.
There could be additional motives... a dog breeder could have bought a pedigreed female St Bernard because of her fertility and lineage: Desire for Gain. And conceivably, an Alpine mountaineer could have bought the dog, with brandy cask attached, for Comfort and Convenience.
Good luck and good selling.
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