The Role of Self-Esteem in the Buying Process
Every buyer brings their self-image into the decision.
They’re not just buying a product—they’re affirming something about who they are.
Does this purchase make them feel smart? Responsible? Innovative?
Your job is to understand how your offer aligns with their identity.
Support their self-esteem. Don’t challenge it. No one wants to feel foolish in front of a seller.
Position the decision as aligned with their values. Their goals. Their sense of self.
When a purchase feels like a reflection of their best self, it becomes easier to say yes—and harder to regret.
