{"id":2739,"date":"2024-11-13T17:04:14","date_gmt":"2024-11-13T15:04:14","guid":{"rendered":"https:\/\/www.persuasion.co.il\/en\/?p=2739"},"modified":"2025-04-27T12:02:31","modified_gmt":"2025-04-27T09:02:31","slug":"understanding-customer-motivations-marketing","status":"publish","type":"post","link":"https:\/\/www.persuasion.co.il\/en\/understanding-customer-motivations-marketing\/","title":{"rendered":"Customer Motivations: Convincing a Blind Grandma to Buy a TV"},"content":{"rendered":"

Understanding customer motivations in marketing<\/strong> is essential. When we grasp why customers are drawn to a product, we can tailor our approach to match what they value most. Understanding customer motivations in marketing<\/strong> isn\u2019t just about pushing a product; it’s about meeting real needs and building connections.<\/p>\n

So, how do you convince a blind old woman to buy a TV?<\/p>\n

The answer is at the end of this post…<\/p>\n

But first, I want to explain an important principle in marketing:<\/p>\n

 <\/p>\n

Listen to your customers and understand why they\u2019re buying from you.<\/strong><\/em><\/p>\n

 <\/p>\n

The biggest mistake most salespeople and businesses make is assuming they know what customers think and why they buy their products or services.<\/p>\n

This often leads them to dismiss many potential customers, believing they don\u2019t need or want the product…<\/p>\n

For those they believe should<\/em> want the product, they immediately jump to selling the solution without explaining why the customer needs it \u2013 and without first selling them on the\u2026problem<\/strong>.<\/p>\n

Let me give an example.<\/p>\n

As you know, I run workshops for the public.<\/p>\n

I mention this because a few years ago, I conducted a comprehensive customer survey to understand why people attend workshops (not just mine \u2013 in general).<\/p>\n

The answers surprised me.<\/p>\n

The first instinct might be to say \u201cknowledge,\u201d right?<\/p>\n

Well, gaining new knowledge came in fourth among the reasons!<\/p>\n

The main reasons people attend workshops or conferences, in order of importance (hold on tight) are:<\/p>\n

    \n
  1. Experience<\/strong> \u2013 People want to enjoy themselves, laugh, have fun, and attend an event they can talk about later.<\/li>\n
  2. Networking<\/strong> \u2013 People want to expand their personal and business connections (even though most don\u2019t do this enough or effectively. I\u2019ll write about this another time).<\/li>\n
  3. A Change of Scenery<\/strong> \u2013 People want a break from their daily routines at home or the office. Interesting, right? This is a major reason for signing up for a workshop.<\/li>\n
  4. To Gain New Knowledge<\/strong> \u2013 Only in fourth place. If you think about it, it makes sense. Anyone who wants my knowledge can buy my books and DVDs at stores or on my website, read my blog, or watch the dozens of training videos I have on YouTube. There\u2019s no real reason to come to a workshop just for that (though some people learn best when information is delivered in person).<\/li>\n<\/ol>\n

    This means that if you create a lecture full of content and value but boring and lacking audience excitement (\u201can academic lecture\u201d), you\u2019re missing out, big time.<\/p>\n

      \n
    1. To Eat<\/strong> \u2013 Amazing, right? This surprised me until I read a study on the subject: when you hold an event and advertise that it includes food and drink, the conversion rate increases by 20% (20% more people sign up). Most people may not come just for the food, but it\u2019s definitely an incentive.<\/li>\n
    2. To Spend Quality Time<\/strong> with friends, acquaintances, or colleagues who are also attending the workshop.<\/li>\n
    3. To Meet the Presenter<\/strong> \u2013 Some people want to meet the speaker in person and talk directly. An interesting finding that reinforces the need to become an authority in your field. People will attend your event just to meet you.<\/li>\n<\/ol>\n

      So, once I knew all this, do you think it affected how I designed my lectures\/events\/workshops\/conferences?<\/p>\n

      Absolutely!<\/p>\n

      How? What did I add or change?<\/p>\n

      Ahh, for that, you\u2019ll need to come and hear me out.<\/p>\n

      No, no, I\u2019m still not selling anything!<\/p>\n

      We just wrapped up the “Dr. Persuasion Messaging Show,” which was very successful, and soon we\u2019ll begin marketing the next show, which will take place on 7\/9\/12 at Beit Tzioney America (mark your calendar).<\/p>\n

      But the takeaway for you from this email:<\/p>\n

      Ask your customers what their real needs are when they buy from you. Tailor your product or service\u2014and certainly your sales pitch\u2014to their actual needs, benefits, and interests.<\/p>\n

      And now to the question from the beginning of the email:<\/p>\n

      How do you convince a blind old woman to buy a TV?<\/p>\n

       <\/p>\n

      You explain to her that it will make her grandchildren come to visit more often.<\/em><\/p>\n

      By understanding customer motivations<\/strong>, you unlock the key to meeting real needs, building loyalty, and fostering genuine connections.<\/p>\n

       <\/p>\n

      With love,<\/strong>
      Dr. Yaniv Zaid \u2013 “Doctor Persuasion”<\/em><\/p>\n

      Join my community by clicking HERE!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

      Understanding customer motivations in marketing is essential. When we grasp why customers are drawn to a product, we can tailor our approach to match what they value most. Understanding customer motivations in marketing isn\u2019t just about pushing a product; it’s about meeting real needs and building connections. So, how do you convince a blind old […]<\/p>\n","protected":false},"author":3,"featured_media":2740,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-2739","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-general","8":"entry","9":"one-half"},"yoast_head":"\nCustomer Motivations: Convincing a Blind Grandma to Buy a TV - Dr Persuasion<\/title>\n<meta name=\"description\" content=\"Learn how understanding customer motivations in marketing can transform your sales approach and strengthen customer connections.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.persuasion.co.il\/en\/understanding-customer-motivations-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Motivations: Convincing a Blind Grandma to Buy a TV - 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