Why do People Buy?

Why do people buy cars? OK--it's late, I didn't sell a single car in the 13.5 hours that I "sold cars" today (a misnomer since I didn't sell anything!) and I'm trying to stay awake watching the Tigers play the Rangers (and dozing off while doing-so) so what I'm trying to say to you is I will give some of the reasons that people buy cars but please forgive me if I leave something out.

OK--once again for all of you people who aren't bored to shit yet--why do people buy? Tell you what--since I am so tired, bored, sleepy, buzzed, high, drunk, stupid or whatever qualifies...I'll put it into a nutshell...

People buy for emotional reasons.

OK--but wait. I just saw a commercial for GM that states that people want better gas mileage, want fewer fill ups, want to save at the pump, etc. That sounds pretty logical, not emotional.

OK--don't get me wrong. Some people will buy for logical reasons but I want to talk about most people--you know--the ones you will sell cars to most of the time.

People buy for emotional reasons and justify their purchase with logical reasons.

OK--prime example. I had a customer once get a new car and bury $5000 in negative. Why? Because she wanted to save money on gas. OK. To spend $5000 in negative equity to save money in gas--what is wrong with this story? Well, it turns out she just got divorced and her ex just bought a new car and she wanted to "one-up" him. Why did she mention "saving gas?" Well, to justify her purchase. The emotional reason she bought was to "show him up" but she didn't admit that to me--I just got it via conversation. Of course, I brought up gas mileage when I sold her the car but I also focused on how cool she would look in it and how her ex would be jealous, etc.

I once knew a dude who went to look at cars. The salesperson (deducting that this guy didn't have a love live) asked him, "Do you have a girl friend?" They guy said no. "Well, if you buy this car--you will!"

Wow! I hope that dude is still selling cars and I'll bet he is making a killing!

I see people trying to talk people into buying cars for logical reasons. "This car gets X miles per gallon. " or "This car has ABS brakes."

OK--lets break it down. Would "This car gets X miles per gallon" convince you into buying a car?

Me neither.

What if the salesperson said, "This car gets X miles per gallon so you will have more money to take that nice vacation in Florida that you were talking about?"

What would convince you to want ABS brakes? Because they are there or because they can prevent your loved-ones from getting hurt in a car accident?

OK--bed time but let me finish with this. Focus on the emotional reasons that people buy. Talk to them about how they deserve a new car because they work so hard--talk about how their friends are going to be jealous--talk about how happy they will be taking the car on that trip to Florida--what ever gets them to smile and be emotional (smiling is the by-product of an emotion of being happy by the way.)

Good night, good luck, Go Tigers, God Bless and Rock and Roll!