Mastery 2: Human Nature – Understanding Why Customers Buy

Episode Summary 

It’s troubling when brilliant entrepreneurs cringe at the idea of selling. Selling is merely an exchange between two parties, and whether you realize it or not, you’ve been selling since the day you were born. When you break it down, the currency of the exchange is value.

The good news is that there is a simpler approach to selling. On this episode of Mastery, we explore salesmanship, human nature, and 3 simple models to understand why customers buy.

Talking Points

Selling is merely an exchange of value:

 

To create an exchange, value needs to be greater than the perceived cost:

 

A simplified approach to selling:

 

To read more about human nature & creating urgency, check out our post on linkedin here

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