Christian Polk uses Tony Robbins' six human needs framework to explain why wealthy buyers purchase. Affluent prospects are driven by significance and growth, not certainty like lower-income buyers. Focus your sales questions on legacy, influence, and rapid business growth to close high-ticket deals.
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Why do rich people buy things? Just understand, if you just have this key concept in your mind, every single person that is hopping on a sales call, every single person has a need that is not being met to the degree that they want it to be met. That is why they're on the call. The problem is, with most people, they don't understand the needs of people who have a bit more money. These are the 6 human needs from Tony Robbins. We got certainty, variety, significance, connection, love, growth, and contribution. Most of the time when you're talking to poor people, for example, they're mostly gonna be in certainty and variety. Most of the time, I wanna have certain that I can pay my bills or different things along those lines. And I want variety, I just want different shit. When you're talking to people who are a bit more wealthy, sometimes you'll still get like the certainty and variety. But generally speaking, you're going to talk to a lot more people who are focused more on significance, like how they see themselves being important, doing things that they know they're capable of. Legacy is a real, real big one. I wanna be able to pass something down. Growth. They have a very, very growth mindset and they want to continue to grow and just their current vehicle doesn't allow them to grow or the current vehicle isn't growing as fast as they want. And then sometimes you'll get the contribution and giving back. Generally speaking, I try to move them off the contribution. There's a reason why they tell you to put the oxygen mask on yourself first before you help somebody else. Why do you think they tell you to do that? Right? Because they're like, if you're not taken care of, you're going to have a hard time taking care of other people. So I'm mostly, mostly, mostly focusing on like significance and growth. Those are generally the 2 biggest things. Now you also will get like variety. Be like, hey, I want to do something I love. Like, let's just say they are in corporate. They're like, oh, I want to do something that I'm more passionate— I'm more passionate about, like running businesses and like that. But generally speaking, it's more like growth. It's like, yeah, I just want to get more. I want to grow more out of my influence. I want to grow quicker. And then sometimes you'll also get the connection to love, like, hey, I want more time to do A, B, and C. So these are what you need to be focusing on. And again, they're not going to say these words exactly. These are just categories of words. They're not going to say the reason I want to buy businesses, I want to be more significant. But they're going to say it's like, oh, like I feel like I can do so much more. They know they're falling short, or they're like, my job, it's been stagnant, or whatever it is. Like, I haven't been able to grow, I haven't been able to make more money. Or they're like, oh, like, I'm working a lot. And really all it is is when you're asking the questions, you're just probing on these things. You're getting them to expand on these specific things. So oftentimes the difference between like selling to a poor person, rich person, you just got to know what you're looking for.
