The Psychology of Buying

Our nature as consumers and human beings is that we will willingly buy something as long as it’s not being sold to us.

Be it a product or service, consumers want to control the buying process. This is in direct conflict with the seller, who has been taught to guide the buyer to their decision and, never lose control of the process.

The seller’s motivation may be driven by bonuses, which isn’t in the buyer’s best interests.

After all, compensation programs for sales people are designed for the seller, not the buyer. Even rebate programs are designed for the benefit of the seller.

You may be thinking that the rebate goes to the buyer, not the seller, but if the rebate was for the benefit of the buyer then why is it only offered on ‘select models?’

This is so the seller can promote certain products in conjunction with the rebate. If it were for the sole purpose of benefiting the buyer, a rebate would be available on all models.

In doing research for this article, I found endless amounts of sales resources, but virtually none for the buyer. You have to wonder why that is.

From the time we are young, we are in a ‘selling’ mode. We sell ourselves to our parents, teachers, employers, peers, and eventually to prospective customers if we’re in sales. Why do you think it’s referred to as a “career in sales?”


Why isn’t this career referred to as “a career in buyer’s assistance?” It’s always referred to from the sales perspective, not the buyer’s perspective. Herein lies the secret to ultimate success in a career in sales.

If one company and one product met everyone’s needs and expectations, then that one company would get everyone’s business.

There is a good reason why we buy the bread that’s $1.45 a loaf instead of the 2 for $.99. If we in the sales role truly understand the difference and more importantly can convey this to the customer, we can assist them in making the distinction between us and everyone else who’s out there ‘selling.’ Put yourself in the customer’s shoes. What would motivate you to buy from someone?

John L. Lloyd has been involved with HVAC for the past 30 years in a variety of positions, has presented programs and seminars for groups both in and out of this industry, and has an honest passion for our industry to become the best it can possibly be. John can be reached at [email protected]