But what did I really buy? A shock-proof and waterproof gadget? No. I bought my feeling of security to know that I don't lose any data or miss any messages even if I drop my phone in the mood and someone steps it.
That's what the marketer of that phone sold me! Comfort of feeling secure! And that's what we should do when we sell something: sell the desired feeling people aspire for when they buy something!
Yes, sometimes we just buy something without any feelings, because we need it. But we still tend to make those purchases at places, which give us the proper feeling!
So not only we should sell the feeling as a bonus (or even a number one reason why customer buys), but we also must do everything so that our customer has certain feelings associated with our store and particular salesperson.
Humans as creatures of habit. Our habits are hard to change once they are "installed". Make it a habit for your customers to feel good about you, feel good about items you sell them and they'll come back again and again to feel better!
Think about it, it will sure help your sales business!