Is 'People don't buy what they can't imagine' true? Surprising tips for persuasive speaking
A common saying in sales and marketing is
'People don't buy what they can't imagine.'
Actually, there is a misunderstanding behind this way of thinking.
✅ Is 'being able to imagine it' really the reason for buying?
A piece of advice often heard in the world of sales is
'Make the customer imagine the product or service before you sell it.'
advice.
It is true that it is easier to buy with peace of mind if it is something you can see or imagine,
so there is some truth to that.
However, please remember one thing.
✅ In reality, there are many things you bought without being able to imagine them
Think about it calmly.
Among the things you have bought so far,
aren't there things you bought even though the image wasn't clear?
For example, a diet course at a beauty salon.
What kind of machine is used,
how much pain is involved,
what kind of effect it has
Honestly, it's hard to imagine, isn't it?
Even if you hear a detailed explanation,
sometimes your anxiety or fear increases, and you end up feeling more hesitant.
✅ Why making them imagine too much can be counterproductive
Actually, when people let their imagination run too wild,
'Maybe this is too much for me,'
'If it's this difficult, I won't be able to keep it up,'
they often feel anxiety or a sense of rejection.
Even in brain science,
it is said that people can only comfortably imagine up to three times the amount.
If you make them imagine a size or change greater than that,
the closing rate may actually drop.
✅ Speaking in a way that raises expectations is the key to success
So what should you do?
It is not to make them imagine in detail, but
Rather,
✅I don't really get it, but it seems amazing
✅It seems like a good fit for me
is what you want them to feel.
If you focus on talk that builds anticipation,
the feeling of 'I want to know more!' will grow,
and the likelihood of closing a deal will increase significantly.
When conveying the appeal of your products or services,
please try to be conscious of speaking in a way that builds anticipation.
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