Our most basic need is survival.
But once that’s met, we quickly move onto something else.
If you guessed status signalling well done.
We have a hard-wired need to gain/maintain status within the tribe (world).
It makes us do funny things.
When someone we know gets a new car, we want one.
When someone we know gets a new house, we want one.
Now to the story I heard about a young guy wearing a fancy watch but unable to tell the time on it.
He is wearing it to signal status.
Status explains why people pay crazy prices for everyday objects like handbags.
Status explains the quest for eternal youth and beauty many people fruitlessly embark on.
Status explains why people buy Apple over a Windows PC.
Our purchases say something about us.
But it’s a fool’s game.
Because as soon as you see someone else with something that makes them seem higher status you try and catch up or one up them.
The practical use of all this is simple.
If buying from you raises the person’s real or perceived status they will buy more easily.
If there’s any risk it will lower it they won’t buy.
This is particularly important in B2B because your career depends on your status.
Take 10 minutes today to think about how status impacts what you sell.
Once you understand it, you create marketing that truly resonates and makes buying from you highly desirable.