Putting It All TogetherThe Buying Formula

Things do not change; we change.



People buy when the product of their Current Dissatisfaction times their Future Promise exceeds the sum of their Costs plus their Fears.

There was a time when I would have told you that I absolutely loved my Boxster convertible. It was fun, sporty, and great on curves, and it provided me with a marvelous feeling when I drove around with the top down on a sunny day.

But it was also annoying in ways that increased over time. It was a soft-top, and the noise made it difficult to have a phone conversation. Replacing the tires required a second mortgage. I had to take the woods out of my golf bag to fit the bag in the trunk. When the car ...

Get Be Bold and Win the Sale: Get Out of Your Comfort Zone and Boost Your Performance now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.