Sales work because they sell more than products—they sell transformation.

When someone buys a lawn mower, they’re not just purchasing a machine. They’re buying a peaceful home, the end of arguments about yard work, and maybe even compliments from the neighbors. The lawn mower represents a smoother, better life. Similarly, a pair of workout shorts isn’t just for exercise—they symbolize an active, confident version of yourself. Sales succeed because they sell a better you.

Read part 1 here

Transformation is at the heart of every purchase. Sales make us believe that with each item, our lives will improve. They aren’t just a deal—they represent an aspirational version of yourself. Sales psychology convinces us that owning something brings us closer to the life we want.

This emotional pull often extends to feelings of competition. When you snag a deal, it feels like a victory: “I won the prize. Someone else missed out.” Even if the product isn’t exactly what you wanted, the thrill of getting it first is satisfying—maybe the shorts aren’t in your favorite color—but the act of securing the deal satisfies a deeper need for accomplishment. It’s why flash sales and limited-time offers are so effective; they play on our competitive instincts and fear of missing out.

As humans, we’re always on the lookout for value, constantly evaluating if what we’re getting is worth more than what we’re giving up. For example, My husband and I tackled a backyard renovation ourselves. We were quoted $6,000 for the project but completed it ourselves for just $2,000. The savings felt immense—not just financially but emotionally. With the “saved” money, we splurged on a sauna, justifying it with the value we created. That sense of value creation—not just saving money but turning it into something meaningful—made the experience even more satisfying.

That’s the power of sales and value creation—it feels like a personal win, the ultimate transformation. By understanding this, you can evaluate whether a purchase truly serves your goals or if it’s simply selling a fantasy.

Read part 1 and 3 here