The first key to increasing your conversions lies in understanding why people buy. Research shows that people make a decision to buy before they go shopping. The reasons people give for making a purchase are usually rationalizations. Our underlying reason for buying something almost always has a deeper psychological root.

We usually buy things to satisfy one of four basic drives:

- We want to avoid pain;
- We seek physical well-being;
- We seek self-gratification; or
- We want to elevate our status.

Researchers know that people buy for rational and emotional reasons.

Buyers care most about benefits. Audio podcasts, video casts, and testimonials are ideal tools for selling customers on the benefits of your product or service. When you integrate these tools into the sales process, a higher proportion of prospects will make a decision to buy even before you ask them to.

To Your Success,

Ross Vaughn