Home / Sales Skills / Why People Buy
Understand the Mind Behind the Money.
40 lessons · 6 themes · practical tips in every lesson
Science-backed ideas about how people decide, so you can persuade honestly and ethically.
THEME 1 · 7 LESSONS
The Six Principles of Influence
The classic ideas, explained simply.
LESSON 01
Reciprocity: Give First
40 Tips
LESSON 02
Commitment: Start Small
10 Tips
LESSON 03
Social Proof: People Follow People
10 Tips
LESSON 04
Authority: Show Your Expertise
10 Tips
LESSON 05
Liking: Be Someone People Enjoy
10 Tips
LESSON 06
Scarcity: Real Limits, Honest Deadlines
10 Tips
LESSON 07
Unity: Be Part of Their Tribe
10 Tips
THEME 2 · 7 LESSONS
How Buyers Really Decide
Emotions first, logic second.
LESSON 08
People Buy With Feelings, Justify With Facts
10 Tips
LESSON 09
The Two Minds of Every Buyer
10 Tips
LESSON 10
Why Choice Overload Freezes People
10 Tips
LESSON 11
Anchoring: Why the First Number Matters
10 Tips
LESSON 12
The Fear of Missing Out
10 Tips
LESSON 13
Loss Hurts More Than Gain Feels Good
10 Tips
LESSON 14
Why People Hate Change
10 Tips
THEME 3 · 7 LESSONS
Set the Stage
Prepare minds before you present the offer.
LESSON 15
Pre-Suasion: What Comes First Matters
10 Tips
LESSON 16
Frame Your Offer Positively
10 Tips
LESSON 17
Ask Small Questions That Say Yes
10 Tips
LESSON 18
Use Reassuring Words
10 Tips
LESSON 19
Choose Your Moment
10 Tips
LESSON 20
Create a Comfortable Environment
10 Tips
LESSON 21
Start With Common Ground
10 Tips
THEME 4 · 7 LESSONS
Ethical Persuasion
Influence people in ways you would be proud of.
LESSON 22
The Line Between Persuading and Pushing
10 Tips
LESSON 23
Never Fake Scarcity
10 Tips
LESSON 24
Use Social Proof Honestly
10 Tips
LESSON 25
Be Transparent About Trade-offs
10 Tips
LESSON 26
Persuade With Their Interests, Not Yours
10 Tips
LESSON 27
Why Honest Sellers Win Long Term
10 Tips
LESSON 28
The Newspaper Test
10 Tips
THEME 5 · 6 LESSONS
Make It Easy to Say Yes
Remove the friction from deciding.
LESSON 29
Offer Clear Defaults
10 Tips
LESSON 30
Cut the Number of Options
10 Tips
LESSON 31
Show the Next Step Plainly
10 Tips
LESSON 32
Reduce Risk With Guarantees
10 Tips
LESSON 33
Offer a Small First Step
10 Tips
LESSON 34
Remove Hidden Hassles
10 Tips
THEME 6 · 6 LESSONS
Different Buyers, Different Triggers
Read personality and adapt.
LESSON 35
The Analytical Buyer
10 Tips
LESSON 36
The Quick-Decision Buyer
10 Tips
LESSON 37
The Relationship Buyer
10 Tips
LESSON 38
The Cautious Buyer
10 Tips
LESSON 39
Buying for a Team vs Buying Alone
10 Tips
LESSON 40
Adapt Your Style in Minutes
10 Tips
Ideas in this topic come from
- Influence (Robert Cialdini)
- Pre-Suasion (Robert Cialdini)
- Thinking, Fast and Slow (Daniel Kahneman)
- Predictably Irrational (Dan Ariely)
- Nudge (Richard Thaler and Cass Sunstein)
Tips are written in our own words and are general guidance. The books are suggestions for further reading.
