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[Music] hey what's up everybody and welcome to hack my growth I'm Ryan Shelly and today we're going to be talking more along the lines of sales how do we convert our internet leads or inbound leads into sales this is one of the hardest questions to answer and a lot of times really frustrates website owners and marketers because they're getting a lot of people coming to their site but they're not actually getting to take that that step towards conversion and that step towards sale so we're going to talk about the psychology behind why people buy or why people run so as you can look behind me we've got this whiteboard and we on it we've got a fulum and there's a decision here and people make decisions really from an emotional standpoint way more so than they do from a logical standpoint sure there is logic that plays in you know there's certain things that we want to buy for logical reasons but most of our impulses towards buying really start from a place of emotion and what happens is we have a lot of pain or we have a need so over here we're going to have this giant boulder right and inside of this Boulder we've got needs and we've also got pain now when we have a need or a pain it kind of pushes down on on this on this part of our our brain that starts to say okay something needs to change cuz I don't like this pain I don't like feeling what I feel right now so I've got to make a decision and there are kind of two different ways that we make decisions we we buy them impuls to try to fix that need but that can also have a adverse reaction so we have a need and we have a pain but there can also be pain attached to actually buying something you know it could be you know U regret uh you know we also see like buyers regret right where you bought something and you go a I shouldn't have bought that or that cost too much money and now I'm in the hole and what am I going to do about it right so we've got to find a balance between meeting a need and having somebody feel regret now a lot of times when we talk sales people get this image we talk about all the time right of a used car sales been pushing pushing pushing towards the sale what ultimately happens when you do that is you amplify regret so people actually hate the fact that they bought something from you now in internet marketing and online marketing sometimes we do this through email we just blast and blast and blast and blast to the point where people are just they feel so much just like uh I don't want to deal with it anymore that they start pushing away and the pain of staying the same is greater than the pain of change so they they make a decision not to go with you what we have to do skillfully impactfully is actually learn how to press in on this part on the needs and on the pain to uncover the real reason that that they need to make a change in order for them to make an emotional decision that's also founded in logic and what that does is that makes the regret go away because now they've made a decision that met a need but they've made it in a way that makes more sense and they don't actually regret the decision because they've come to a clear realization of what they really need and we do that through asking questions now these aren't questions like what color do you want what size are you wearing these are questions like what what's the pain what's the source of the pain why are you feeling that pain what is this specific need that you have and what is it doing to your life right now so so recently I can give you a very very good example recently I had to purchase a new computer uh I I was working on my computer one Monday morning and I dropped a cup of coffee into the keyboard of of my Mac and I was very very frustrated um as you can understand why and I started to think oh crap I'm going to have to buy a new computer and immediately I had a lot of pain but I also started to feel some like you know regret or like like kind of just frustration because I wasn't sure that I wanted to spend all that money on a new computer so what I did instead of just going out and buying a new computer I started to work on the one that I had and tried to fix you know flipped it over cleaned it out tried to get all the coffee out of it over the next couple of days the computer slowly died um the good thing is is I spent that time kind of emotionally preparing myself for the fact that I may have to buy a new computer but I also started to do some research you know I actually called up and I said hey last time I did a custom machine I'm not sure that I need it this time can you help explain me through the process now what the Apple sales rep did really really well was ask me questions what do you do with your computer on a day-to-day basis well I'm I'm shooting videos we're writing blog posts we're editing images we're doing a lot of creative work but we're also doing a lot of you know data analysis so what he was able to do was help me uncover my real needs here figuring out what they really were and what my paino was currently because the computer I had currently I had some issues with it but I still needed speed so what this did is it started to prepare me and lay this Foundation based off logic he just walked me through some questions what's the model that you have now how fast do you need your computer to be what what are some things that you do on a day-to-day basis what do you like to do for fun on your computer do you like to game or do you like to you know and for me it's it's more nerd out and and spend time in video editing or Excel spreadsheets but he was able to walk me through with these very poignant questions now I didn't buy that day but what happened was a couple days later when my computer finally went I walked in and I bought the model that he recommended for me and I felt good about it the reason I felt good about it is cuz he asked the right questions and helped uncover are the real needs behind needing a good high quality machine now if you would have said oh you need to get the best custom machine and here's why it's better it's just better just trust me you need to get it it may be a little bit more money but it'll be better I'm going to start to really question what his motives are question why are you pushing me so hard on your product when you really haven't understood what my needs were and a lot of times we do that but we don't really realize that we're doing it when we come to our leads and we say bye now click here let's go we're not thinking about their emotions on the other side and what they may be feeling and maybe the regret that they might be feeling that they're making a decision now that's the fastest way to lose a customer base where we get people to buy bye byy byy byy byy byy but we don't actually meet their real needs and their real pain points now they have regret from buying our product so what's happened is they made an emotional association between our business and regret if we start asking questions and uncovering their pain points not only going to help the sales numbers we're actually going to help Market to them better because we're going to understand their needs we're actually going to help develop better products that actually meet their requirements so it's really important that we base everything we do around asking questions and asking the right questions that are actually going to expose the needs and the pains and I know I said actually quite a bit there but it's that's a really important word because a lot of times we come out with questions that we think they want not questions that they really want this is where buyer Persona research and actually spending time like physical time whether it be on the phone or on a zoom call with customers or prospective clients helps you understand what their needs and passions are and when you do this it will lead to increased sales because you won't be pushing people towards a sale that they regret but you'll be exposing the pain that they have and helping them really explore what they need and finding the right solution for them hope this was helpful and until next week happy marketing [Music]