Sugarman Trigger #6 - Justify the Purchase
Sometimes people want to buy very expensive things, but they have to run this process of price justification through their head.
This means in their head they want a product for an emotional reason, but you must provide them with reasons they can logically justify spending that money.
“I’m going to buy an expensive Mercedes.”
Secretly what’s being said:
“I wanna look baller to the ladies so I’m gonna buy a Mercedes!!!” 😎
Price Justification:
“I’m buying this expensive Mercedes instead of practical Toyota Camry because it has a rack pinion steering, a great suspension, and a high safety rating.”
Sugarman explains that sometimes you have to GIVE people practical reasons to buy an expensive thing so they can justify it in their head in a different way than just, "I wanna look like a baller!"
Image Description
The image illustrates "Trigger #6: Justify the Purchase" with a cartoon person pondering a thought bubble containing a luxury car, laptop, and tablet, symbolizing expensive desires and the need for price justification.
Positive Aspects
The image cleverly visualizes the concept of price justification by showing desirable, high-ticket items in the thought bubble. This effectively ties into the theme of the article, highlighting the emotional versus logical reasoning behind expensive purchases.
Key Takeaways
- Emotional vs. Logical: People often desire expensive items for emotional reasons but need logical justifications to make the purchase.
- Practical Reasons: Providing practical reasons, like safety and performance, helps justify the expense in the buyer's mind.
- Sugarman's Insight: Joe Sugarman emphasizes the importance of giving buyers logical reasons to support their emotional desires.
Additional Insights
Think of price justification like a game of mental gymnastics. You want the shiny new toy, but you need to convince your brain (and maybe your wallet) that it's a smart move. It’s like telling yourself that the pricey coffee maker is an investment because it saves you from buying daily lattes—never mind that you're just craving that barista-style brew at home!
