Why Someone Buys Anything
Every purchase ever made — from a cup of coffee to a million-dollar contract — comes down to just three reasons. Understanding these reasons will change the way you sell, network, and do business.
There are only 3 reasons why someone buys anything.
They can all be mixed together in different ratios.
Reason #1
Security
People buy because they want to feel safe, protected, or certain. They want to reduce risk, avoid loss, and know that things will be okay. Security is the most fundamental buying driver — it taps into our deepest need to protect ourselves, our families, and our livelihoods.
When someone chooses a trusted brand over an unknown one, hires an insured contractor, or picks the vendor with a solid guarantee — that's security driving the decision.
Think about it: Insurance, warranties, contracts, references, track records, certifications, guarantees — all of these speak to the buyer's need for security.
Reason #3
Self-Approval
People buy because of how it makes them feel about themselves. This is the internal voice — personal pride, self-satisfaction, and the feeling that they made the right choice. Self-approval is about the buyer's relationship with themselves.
When someone invests in their own education, treats themselves to something they've earned, or picks the option that aligns with their values — that's self-approval driving the decision.
Think about it: Personal development, quality over price, values-based decisions, rewarding hard work, doing the right thing — all of these connect to the buyer's sense of self-approval.
The Mix Changes — The Reasons Don't
Every buying decision uses all three reasons, just in different ratios. A homeowner buying a security system is mostly driven by Reason #1, but they also want their family to see them as a good protector (#2) and feel responsible about the choice (#3).
A business owner joining a networking group might be driven by social approval (#2) and security (#1 — growing their pipeline), with a dose of self-approval (#3 — investing in themselves).
The ratio changes with every buyer and every situation. Your job is to figure out which reason matters most to the person in front of you.
Put This to Work at Your Next Networking Event
When you meet someone at a networking event, listen for which of these three reasons is driving their decisions. Are they worried about risk? Concerned about reputation? Looking for personal satisfaction? Once you know their mix, you know how to help them — and that's what turns a contact into a client.
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