Love or Money: Why I Bought a Car I Didn’t Need

Love and money—did you know they are intimately connected? In sales, love solves problems. You can’t put a price tag on something you really love. This is why as a salesperson you should walk into every transaction completely believing that price is not the real issue for your customer. You know you’re going to hear about price, but just know it’s not the real deal. If all other problems are solved, the price conflict will dissolve. When there is a price conflict, there is something that you don’t know.

If you don’t know what people value, you can’t provide information to them that will help them make sense of the price.

Let’s say one of your competitors has the exact same product you sell. If the customer shops both of you, they are going to ask why they should pay more for you when they can get it for less at Joe down the street. Now it comes down to the customer trying to make sense placing value on you and your company. They are sold on the product and now it’s just between you and the company or that other guy and his company.

You have to give the buyer reasons to pay extra. Most of the population today can access information to determine how much you even own the product for—whether it be cars, fridges, or houses. With the internet, people can find things that are true and false with a click of the button. Why do people not just buy all the time for the lowest price? Because people want more than just the lowest price.

—People want to know they are buying the right thing and have confidence in the product.

—People want confidence in the company and the person who is representing that company.

First, you have to establish that they love the product. Second, that they have confidence it will solve their problem. Third, establish why you are different.

How do you determine the love of product? You want to determine the affinity, the connection they have with the product. You may need to present other possibilities. Ask them to rate it. On a scale from 1-10, how would you rate this product? Then ask what would make it a 10.

How do you determine if it will solve their problem? Every customer is looking to solve a problem. You have to find what problem they are trying to resolve. Why now? Why did you come in today? Why didn’t you do it 3 months ago? Once you have a connection and solve what the real problem is, you have to make people like you. Service them like mad. Laugh with them, agree with them, and have a great attitude.

If you’ve ever lost someone, you would sell everything you had to get them back. Why? Love and connection. Have you ever lost money, losing a hundred-dollar bill? You’ll wish you would have spent that money before you lost it. If you ever bought something that was cheap and you only bought it because of price, then went home and you weren’t satisfied, you know the price isn’t the only issue.

Your buyer has to want your product more than he wants his money.

I remember once I went to buy a car at 4:00 pm on a Friday afternoon. I had a date that night with this girl I wanted to impress. I didn’t need a car. What problem was I trying to solve by buying a car? I wanted to impress her.

Had the salesperson realized I was trying to solve that problem, I wouldn’t have spent an hour negotiating with him. All the guy had to do was ask me why I was coming in that day. If I liked him and trusted him, I’d tell him I had a date that night.

That car, by the way, did not help me on that date.

Was this the car that didn’t help me on my date? Comment below which make and model you think it was.

Pick any product you have, assign a price to it, and practice building the value greater than the price. For more on mastering sales, attend my billion dollar sales summit in Las Vegas at 10X Growth Conference 2018.

Be great,


Grant Cardone is a New York Times bestselling author, the #1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media, and finance. His 5 privately held companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017”. Grant’s straight-shooting viewpoints on the economy, the middle class, and business have made him a valuable resource for media seeking commentary and insights on real topics that matter. He regularly appears on Fox News, Fox Business, CNBC, and MSNBC, and writes for Forbes, Success Magazine, Business Insider,, and the Huffington Post. He urges his followers and clients to make success their duty, responsibility, and obligation. He currently resides in South Florida with his wife and two daughters.

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