Why People Buy

by Peter Cotton, founder and president of Best Sales Talent, LLC


People buy because they can realize a benefit that is most important to them.

There are 6 major benefits and 28 minor benefits which could be expressed in selling any product or service.

Do you know what they are?

If you think in terms of tailoring your presentation to the most important benefit(s) that the customer/buyer/employer needs, you have a better chance of making the sale, or landing the job.


People Buy Benefits


This not only applies to selling products or services, but in selling yourself on an interview.

There is a street in Providence, RI called Benefit Street.  It has many historical homes, some of which date back to the 1700’s.

If you keep the images below of the street sign (as well as the door at #1 Benefit Street) in mind, you will remember the importance of selling benefits!

Benefit Street Sign

One Benefit Street
                                                  #1 Benefit Street, Providence, RI – photo by Peter Cotton