Why People Buy: Part 7, Confidence

I had a conversation recently with Margo Aaron of That Seems Important. When people buy from Margo, they’re essentially buying into Margo as a person. That is, when people buy from her, they’re essentially buying a piece of her.

Why in the heck would anyone want to do that?

It’s a complicated question.

Take a spin through the sea of online courses that promise a sexy new body, a 7-figure income, or the freedom to live on a beach in “freedom” (because climate change doesn’t exist there, apparently). They all have something in common, and that’s confidence.

Namely, many people (wrongly) assume that these external changes will help them realize their dreams and make them the person they’ve always wanted to be. Whether they’d actually be happy as a result of these changes isn’t the point. The great attraction is to the confidence that comes with it.

People buy confidence.

You may have noticed that it’s in my positioning statement:

I help freelancers and consultants sell with confidence.

The idea of becoming confident is so alluring that claims morph into exaggerations or lies. The reason it works so often is that confidence can seem like impenetrable armor.

But real confidence can’t be bought or obtained overnight. Real confidence comes from competence, and belief, and feedback. Real confidence comes from dedication and personal transformation. It’s a harder sell, but it’s real, and tangible, and it works 100% of the time if people put the work in.

If you’re selling security services, remaining confident throughout the sale gives your clients confidence. If you deliver, they’re confident that they can count on you. Because they can. They’ll always buy more of that.

So please, do sell confidence, but back it up with substance.