Becoming a better buyer

It fascinates me how modern business organizations (and training) separate selling from buying. If you are, like me, fad up with salespeople trying to sell you stuff that you don’t necessarily need, I have something that can help you to be aware of those manipulators. 

When we buy, let’s say, a pair of shoes, we have an inner dialogue that happens in our minds. For example, one voice can say that she liked the shoes and they are really nice, while another can tell that you have already spent too much this month and it is better to buy them the month after. The result of this conversation happening in our mind makes our buying (or not buying) decision. That is our inner game of buying. 

And a good salesperson is, first of all, interested in this conversation happening in your mind. When they are not, you can see them asking you mechanical questions and give standard answers. Or even worse, they can come up with false assumptions.

Recently, I went to a store to buy a cordless vacuum cleaner for my mom. As we have already had one at home for more than four years, I have a good user experience and know what I wanted to buy. I went to the Dyson store, and suddenly, I found myself conversing with a salesperson about how we would use it. (How often, which surfaces, with or without pets, etc) Out of respect, I followed the conversation, and at the end, he proposed a more expensive model than the one I wanted to buy. During the ten minutes, the person never asked if I had ever used a Dyson, presumed that I had not. When I asked him about the model I wanted to buy (which I have been using for more than four years), he insisted that it would not be enough for my use and that I would buy the one he recommended instead.

When I asked him if he had ever used it at home, he said something vague. Then, I told him I had been using one and wanted to buy the same. He did not like it but had no choice. 

As you can see, the salesperson showed no interest in my inner game in this conversation. If he did, he would have asked different questions, more specific and personalized ones. Clearly, his main focus was not me; it was selling the product he wanted to sell. He was trying to sell, not helping me to buy.

To avoid such a trap, being aware of your inner game is important. If you know the interferences that could hold you back, you can see how the salesperson (intentionally or non-intentionally) can address them. If they don’t, they are just trying to sell their product.

If you pay enough attention, you can clearly see the difference. 

And the more you do it, the more fun buying becomes.