Thus, in order to succeed in selling a product or service it is important to take a systematic and formal approach to looking at Purchase Logic. Benefits We all buy benefits. Even if we have a specific idea of what features will deliver them, benefits are what we seek. Benefits fulfill needs and wants. Purchase Logic defines all relevant needs and wants, how important each one is, and what kinds of tradeoffs might be considered.
Wants can be particularly tricky to identify.
Often they are emotional and may appear irrational. Nevertheless, wants are usually most influential in a buying decision. Think about purchasing a watch. The desire for prestige or some other very emotional need or want justifies the choice of a Rolex over some much lower priced alternative. It is also critical to understand what barriers must be overcome to make a sale.