Selling is an art, and to truly excel in sales, you need to understand what motivates your customers on a deeper level. One powerful concept that can enhance your selling skills is the “Life Force 8,” a term coined by marketing expert Craig Simpson in his book The 8 Life Forces That Motivate Buyers. This framework identifies eight core human desires that drive purchasing decisions. By applying these principles to your sales strategy, you can build stronger connections with your customers, overcome objections more effectively, and ultimately boost your sales.
In this blog post, we’ll dive into the Life Force 8 and explore how you can apply these principles to sell better and connect with your customers on a deeper level.
What is the “Life Force 8”?
The “Life Force 8” refers to eight core emotional triggers that drive people’s buying decisions. Understanding these triggers helps salespeople connect with potential buyers, address their needs, and guide them toward a purchasing decision. These life forces reflect basic human desires that have been part of our psychology for centuries.
The 8 Life Forces
Here’s a breakdown of the eight life forces and how you can apply them to improve your selling:
- The Desire for Survival, Enjoyment of Life, and Life Extension People always want to preserve their life and health. Whether it’s finding ways to improve their lifestyle or make life easier, survival is the top priority for everyone.
How to Apply It in Selling:
If you’re selling products or services that contribute to a healthier, longer, or more enjoyable life, emphasize how your product addresses these needs. For example, if you’re selling a fitness tracker, highlight how it can improve their health and help them live a longer, more active life. - The Desire for Enjoyment of Life (Pleasure) Beyond survival, people are driven by pleasure and enjoyment. This includes anything that makes their lives easier, more exciting, or more fulfilling.
How to Apply It in Selling:
Tap into this desire by showcasing how your product will make their lives more enjoyable. If you’re selling a vacation package, describe the relaxing, memorable experiences they’ll have. If it’s a new gadget, highlight how it will improve their daily routine or add fun to their life. - The Desire for Financial Security Financial stability is crucial to most people, and the need for security often drives purchasing decisions. People want to feel that their future is safe, and that they can provide for themselves and their families.
How to Apply It in Selling:
When selling a product or service that impacts their financial situation (e.g., investments, insurance, savings), emphasize the security and peace of mind it offers. For example, a retirement plan can be sold by stressing how it helps secure their financial future. - The Desire for Protection People are naturally protective of themselves, their families, and their property. Security and protection are major selling points in many industries.
How to Apply It in Selling:
Focus on the security aspects of your product. Whether it’s a home security system, insurance policy, or even a safer car model, show your potential buyers how your offering will protect them and their loved ones. - The Desire for Social Approval Everyone wants to feel accepted and admired by others. Social approval drives many of our decisions, from the clothes we wear to the cars we drive.
How to Apply It in Selling:
Leverage social proof in your sales pitch. Show your prospects how your product will help them gain approval, look better, or improve their status in the eyes of others. Think about how luxury goods often focus on how owning them improves one’s image. - The Desire to Be Attractive Attractiveness, both in terms of physical appearance and personality, is a significant motivator for many people. They want to look and feel good, which in turn boosts their confidence.
How to Apply It in Selling:
Whether you’re selling skincare, clothing, or fitness products, emphasize how your product enhances appearance or boosts self-esteem. This desire can be particularly effective in beauty, fashion, and health-related products. - The Desire for Freedom People want the freedom to make their own choices, have control over their lives, and avoid feeling trapped or constrained. This life force can motivate people to purchase products that offer convenience or independence.
How to Apply It in Selling:
Focus on how your product or service will free up time, reduce constraints, or offer more autonomy. For example, if you’re selling a software tool, highlight how it can automate tasks and give the user more freedom to focus on important things. - The Desire to Conquer or Win People love to feel like they’re succeeding or achieving something great. This desire for success is a strong motivator in the world of selling.
How to Apply It in Selling:
Position your product as a tool for achieving success or conquering challenges. If you’re selling educational services or business solutions, explain how your offering will help your customers achieve their goals or win in their respective fields.
How to Apply the Life Force 8 for Better Selling
To successfully apply the Life Force 8, you need to:
- Understand Your Customer’s Core Motivations:
Take time to research and understand what drives your customers. What are their pain points? What are they trying to achieve? By addressing these desires in your sales pitch, you can better connect with your audience. - Tailor Your Pitch to Address Their Needs:
Once you know what motivates your audience, tailor your sales approach to speak directly to their desires. Focus on the benefits of your product or service that address their core motivations. Use emotional language that resonates with their needs. - Use Social Proof and Testimonials:
People are more likely to trust a product if they see others benefiting from it. Leverage testimonials, case studies, and reviews that reflect the Life Force 8. Show how others have experienced the success or enjoyment they are looking for. - Create Urgency and Scarcity:
By appealing to the desire for winning or gaining freedom, create urgency in your sales approach. Use phrases like “limited time offer” or “exclusive deal” to make your potential buyers feel they might lose out on something important. - Use Clear and Positive Language:
Avoid focusing too much on what’s negative or limiting. Instead, use language that emphasizes freedom, achievement, and enjoyment. This kind of positive reinforcement resonates more with potential buyers.
Conclusion
Mastering the Life Force 8 can transform the way you approach sales. By understanding and leveraging these eight core human desires, you can connect with your customers on an emotional level, solve their problems, and ultimately increase your sales. Apply these principles to your sales strategy and watch your success grow!