Why do people buy? Part 1

I will stay with the 6 human needs today, and I will take one need after another one. Now, the first need is the need of certainty. The need of certainty. You know, we all want to be certain. Before you marry somebody, before anybody say, yes, I do, it's because, until an extent, they know that this lady is not going to pick up tomorrow after the wedding and leave. This man, after the wedding, he's not going to just vanish. He'll be there. be there with me. You have to have that certainty before you say, yes, I do. And before you make a purchase, before you purchase a cell phone, it doesn't matter if you pay $5 or you pay, I mean, $1,000, you have to make sure you can— the cell phone can really fulfill the purpose. That means you can use the phone to make a call, or you can use the phone to surf the web. If you are paying money for iPhone or Android, you want to make sure the phone could actually do what they're supposed to do. You want to be certain with that. And you can name it. You know, I mean, before I paid for this suit, you know, I purchased this for a purpose, right? And I want to make sure that I can actually do it. If it rained on my suit once and everything turned red, I'm not going to buy again, or I'm not going to pay much for it. Maybe I pay a dollar instead of paying $1,000 for a suit or $2,000 for a suit. So whatever you are, either you yourself or any of your clients or any business you want to get in, they want to make sure it's— they are certain that the value they are looking for is going to be there. And that's why sometimes some companies will make you try something first because they want to affirm that certainty. They want to make sure you have that certainty. They want to make sure you know for sure that, hey, this is the right investment. And look a little bit at yourself. At what point do you reach out in your pocket and pull money out and pay for something? When you have that certainty. When you know that, yes, it's worth the money, it's worth, you know, the price is validated, that's where you put the money in. And that's how you work with business. That's how you work with business. You never pay for something that you are not sure, you are not convinced, fully convinced that the value is going to be in. So that's the first thing you must understand as a business owner is that any product, any service, provide, anything you are selling out there, it must meet the need of certainty. Anything you probably want to create it, maybe you want to get into the— let's say you want to get into cleaning business, you want to clean home and get paid. Now, and you probably wonder why I'm not selling, why I don't have enough clients. Because you haven't convinced them enough for them to pay you to come and clean their home. That's why some companies offer like Free trial. So to establish a certainty, that's why some people say, hey, we'll come and clean your house for free so you can see what we do. Oh no, we just come and clean your house for free. And they will clean for free and you'll be like, oh yeah, this guy doing a great job. So next time you call them, say, hey guys, I'll pay you to clean my house. Why? Because they establish that certainty. Let's say for example, you, you're not in service business, you're in product business. You make, uh, lemon juice. And that lemon juice, you actually help people lose weight with. And you make tons of lemon juice. And then you wonder why nobody's buying my lemon juice. Because they're not sure if they'll lose weight with it. You haven't established that certainty. They don't know for sure if it's going to work or not. You never made lemon juice before. You never helped people lose weight before. Or maybe you helped people, but they don't know about it. That's why testimony is a big thing today. Because it established certainty. They could look, it looked appealing, they ask somebody else, okay, how was Johnny Lemon Juice? Oh, it's good. Some people say, oh no, it's bad. The client will leave. So whatever product you want to create, whatever product you want to sell, whatever service you want to offer, you have to make sure you answer the problem of certainty. You have to come from that angle. That's why something you must let people try first, and then you convert convert them into a client. That's why you know you must give free counseling first, so they could be sure that yes, you you really can do what you say you want you want to do it, and they'll become a paid client. If you look online, most websites start to be from be free. They do for free because they want to establish certainty. You may be a babbler and wonder why nobody's come to cut ahead. They don't. They don't know how good you are. Yes, you are good, but they don't know. What could you do? Maybe you have a Monday free haircut or a dollar haircut just to show people that, yes, I could do it. And if they come and give you a chance, you validate that, they'll be your client for life. How could you use this to take your business to another level? Have you established certainty with your client? Have you established— have you answered this question? Question of certainty. Could your client know that yes, if I give $1 to this thing, I'll get exactly what I pay for and more than what I pay for? See yourself as a client. If you were your client, would you buy from you? You may say no. Sometimes we think the client understands that this a great product. We think the client is supposed to know that, hey, this is a great product, and we are shocked that they're not buying. That's why sales advertisement sometimes is there to establish that certainty. Review, taste it, try it. One of the approaches I encourage any businessman is if you have a new product or you want to try a new market, don't just look for customers. Just don't just look for people who pay you, but look for people you could serve, and naturally they become clients. By doing that, you establish that certainty. So tomorrow we will talk about the next human need. See you tomorrow.