The Pain Purchase

This type of customer is where most of us live and sell…

I have to really drive this point home.  Pain purchasers are those that just can’t take another winter with their drafty, cold windows, or their finger has been smashed by a falling sash for the last time!

The house is peeling and its starting to get embarrassing.  I think you’re getting the picture.  Pain plays a huge part in all our buying decisions.

For contractors, the pain purchase is “I’ve got to get new tires or worst, “I’m not putting another penny into that truck!”  The next thing you know, you are out buying a new truck.

I think the pain purchase cycle represents about 80% of the market place, especially in this day and age.

So how does all this help me sell RRP work?

Stay tuned…

Let’s get to it:

The Ego Purchase

This is pretty self explanatory.  They have to have the biggest and the best of everything.  That is ok with me because if you can deliver the goods, you are in good shape for a sale.  This group represents only a small portion of the buying public.

The Dream Purchase

This group is usually older but not in all cases.  An example of this type of purchase is when the kids leave home and the wife wants to remodel the kitchen, her dream kitchen.  Or you see an older man driving a fancy sports car.  Many of these types of purchases are based on the fact that “I work hard”, “I’m in great financial shape, so the heck with it, I deserve it.”

This group is great to do business with because they have been through the school of hard knocks (bad contractors) and are willing to pay for quality.

In this economy it only represents a small portion of the buying public.

In my next blog, I will write about The Pain Purchase where most of us live and sell…