Why do customers Buy?

People buy products for different reasons. Some of the reasons are

1.   Comfort
2.   Safety
3.   Security
4.   Image
5.   Quality
6.   Price
7.   Relationship
8.   Emotion
9.   Invention
10. Unique
11. Performance
12. Features and Benefits
13. solves personal and business problems
 

So when you are talking to customers you need to identify why they need your product. Based on that you principle you should give couple of features and benefits. Every customer has different needs and wants. For some Security is more important, while for others Image is more important. Analyse the situation and offer them the right solution.

Nobody buys unless they can see "what is in it for me" (W.I.I.F.M.)

In selling you need to create a desire, it is important that the customer understands how the particular product or service will benefit them.

Keep it simple and straight forward. Paint a picture of the product or service and then answer the customer's questions as they need to receive knowledge to satisfy their requirements to buy. Don't use technicial terms you can bore the customer and make a simple product more complex.  Use simple term. Everything you say should be relevant, meaningful and expressed in the language of the listener.

Pride is a great motivator. Many clients will buy for image to gain greater respect.
Some buy in order to make money
Some Customers like to maintain the status quo.

80% Emotions is involved in the buying decision. The remaining 20% is based on Logic.