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CBFA 04 - How and Why Clients Buy


Description
Understanding the concept of "pain" and how people are motivated to buy.
Content
  • People Buy Emotionally
  • People make buying decisions emotionally
  • Apple designs it products around what they want their customers to feel
  • Southwest Airlines new brand shows "heart"
  • Budweiser uses puppies and horses to sell beer
  • Lincoln Mercury relies on emotions, not features & benefits, to sell cars
  • Dove redefines what makes a man stronger
  • More science on appealing to your prospect's emotions
  • Simon Sinek on how emotions control buying behavior
  • The concept of "Pain"
  • Larry Lewis explains the concept of "pain"
  • The secret to selling is finding “pain”
  • Matt Damon illustrates the idea of pain in the movie "Promised Land"
  • How emotions influence even executive buying decisions
  • Dr. Daniel Kahneman on "prospect" or "loss aversion" theory
  • Dr. Daniel Kahneman talks about the psychology of money in different buckets
  • More examples of pain
  • Dr. Daniel Kahneman on the "focusing illusion."
  • Larry Lewis explains the concept of pain in the context of selling to a consumer
  • Larry Lewis on the importance of discussing how they intend to USE their money
  • Getting comfortable with the concept of pain
  • Test Your Knowledge and Build Your Playbook
  • Quiz: How and Why People Buy
  • A DEEPER LOOK (This is entirely optional)
  • Dr. Daniel Kahneman fathoms the human mind in interview led by Malcolm Forbes
Completion rules
  • All units must be completed
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