Matthew Ryder explains how understanding why people buy, not just what they buy, makes sales easier. He uses neuro emotional persuasion questioning to uncover the emotional drivers behind purchasing decisions, building on Simon Sinek's concept of finding your why.
I started learning about human behavior and nepq, the neuro emotional persuasion, questioning techniques in the stack of which I can start to put the questions on themselves. And then I started to learn that like, oh, you can actually sell anything to anyone as long as you understand their problems, what they want out of it, as Simon Sinek would say, their why, which is like the real driving emotional factor behind why they want to do something, whether it's buying a mobile phone, whether it's upgrading their car, or whether it's buying a coaching program. There are so many things that we can get once we understand those core tenets that are going to shape their behavior.
