Select Page
Aired on June 16, 2020
Episode 45
What Your Prospects Are REALLY Buying
Listen Now
Prospects seek solutions to problems, trust in your brand, and a positive emotional experience. Understanding their needs and offering clear, reassuring solutions is key to building long-term, trust-based relationships.

What Your Prospects Are REALLY Buying

Do you ever find yourself wondering what your prospects are truly looking for when they consider purchasing a product or service? As a sales professional, it's essential to understand what drives your potential customers to make a buying decision. It's not just about the features and benefits of your offering - it's about fulfilling deeper emotional and practical needs. Let's take a closer look at what your prospects are REALLY buying.

The Solution to Their Problem

Understanding Pain Points

When prospects are considering a purchase, they are looking for a solution to a problem or a need they have. It's crucial to identify their pain points and demonstrate how your product or service can alleviate their challenges. By understanding their specific issues, you can tailor your pitch to directly address what matters most to them.

Offering a Clear Solution

Your prospects are buying a way to make their lives easier, more efficient, or more enjoyable. They want a resolution that is tangible and impactful. By highlighting how your offering directly addresses their pain points, you can show that you understand their needs and have a solution to offer.

Confidence and Trust

Establishing Credibility

In a crowded marketplace, prospects are seeking trust and confidence in the brands they choose to do business with. They want to know that they are making the right decision and that they can rely on you to deliver on your promises. Building credibility through testimonials, case studies, and transparent communication can reassure prospects that they are making a sound investment.

Personal Connection

Prospects are also buying into the relationship and personal connection they have with you as a sales professional. Building rapport and trust through authentic communication and a genuine interest in their needs can make a significant impact on their decision-making process.

Positive Emotions and Experience

Creating Value Beyond the Product

Your prospects are not just buying a product or service - they are purchasing an experience and a set of positive emotions. They want to feel excited, reassured, and valued throughout the buying process and beyond. By focusing on the overall experience and the value you bring to the table, you can differentiate yourself from competitors and leave a lasting impression.

Addressing Fears and Doubts

Prospects may also be buying peace of mind and confidence in their decision. It's essential to address any fears or doubts they may have and provide reassurance through your expertise, support, and after-sales service.

Conclusion: Understanding Your Prospect's Needs

When it comes down to it, your prospects are buying much more than just a product or service. They are investing in a solution to their problems, confidence and trust in your offering and the experience you provide, and positive emotions that come with their purchase. By truly understanding what motivates your prospects to buy, you can tailor your approach to meet their needs and foster long-term, loyal relationships. So, the next time you engage with a potential customer, remember that you're not just selling a product - you're fulfilling their deepest needs and desires.

Powered by RedCircle

Biggest Takeaways:

  • Even for something as simple as a pen or a tennis sock, there is a result that we’re expecting from the purchase.
  • If your business offers expertise within a service or product, you have to make sure that you understand what expertise you have and how valuable it is to the customers you’re serving.
  • If you don’t make your customers feel something, you are going to miss out not only on the purchase, but on your clients and the experience to be able to cultivate a longstanding relationship with the people you’re here to serve.


  • What people are really buying [04:19]
  • What happens when you give people a quick fix [06:24]
  • Don’t underestimate the value of your expertise and experience [07:33]
  • The main question on people’s mind, “Will this work for me?” and what to do if your product or service cannot 100% guarantee results [10:21]
  • The interesting reason why people are buying community  [15:04]
  • Why we need someone to help us take action [17:50]
  • What have YOU got to do with everything? [20:02]
  • The #1 thing that people are truly buying, which they may not be aware of [22:20]

Bonus Resource:

The 10 Things Your Prospects Are Really Buying From You. Find out how you can decide to sell or not to sell in your business, how to sell in a way that is fun and easy, and why your business requires you to sell!

Join Sell With More Ease:

If you’re done with wasting time on tire kickers and desire to increase the closing rate on your sales calls and get your dream clients to work with you so that you can grow and scale your business faster than you ever have, click here to join the waitlist for Sell With More Ease and be the first to know when doors open!

Send me your burning questions:

Send me your questions and I will profile you here on an upcoming show.

Find out more about me here: 


Facebook Group



Do you have a question for Susan?

Submit your question and get featured on the podcast!

Click the button below for instructions.