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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 04, 2011

What Makes Buyers Buy

One of my favorite authors is Martin Lindstrom.  He is a master at answering customer behavior questions with the latest in brain research.  So when I found his latest article in Fast Company, I dropped everything and hung on his every word.

Lindstrom drills down on what we already know:  fear sells.  But look closer…we can’t just sell fear.  As experts, selling fear too often comes off as negative.  And high-end buyers see right through the consultant who continually cries wolf.

But we can’t just sell the positive either.  We have to use fear to motivate and move people into desire first.  And that’s where many of us get off track.  We sell the idealized future before we acknowledge the fear of not having it.

So…we have two options:  to sell the positive as the antidote of what is feared or to sell our stuff as a momentary respite from fear (the article uses yoga classes as an example).

We have to be positive as an answer in the battle against the unseen.  Because buyers — like the rest of us — are afraid of being caught unprepared for what can come next.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.