People like to buy not to be sold

People inherently like buying things but really dislike being sold on them. All this boils down to is humans’ desire for autonomy and personal choice and not just being peer pressured into a decision by someone else. When people make purchases with their own money that they have worked hard and long for, they want to choose what’s best and offers the most value which usually consists of comparing a product to others and choosing whatever thing best suits their needs and benefits them the most. When someone is being sold to, through an aggressive pitch or a high-pressure sales method, there is an instinctive resistance as they feel they are being manipulated into something that is less valuable than it is being made out to be. When these sales methods are used, it undermines an individual’s sense of autonomy and the purchaser is no longer the individual making decisions as they are now being peer pressured into something that may not be the best fit for them personally. These sales tactics are not used as much anymore for these very reasons. More common sales methods will create an environment where customers feel comfortable and feel they are making their own decisions and being logical, even if they are not. Companies may do this in multiple ways, but the most common in the present day is providing information and creating value while maintaining transparency and honesty in order for customers to feel comfortable and confident in the decisions they make instead of just forcing an individual into a decision which they may or may not regret in the future. The symmetry in knowledge today is also much greater due to tools such as the Internet where customers can find information that was not readily available before. All this being said humans as a whole want to make their own decisions, and companies are now adapting to this by creating meaningful interactions and leaving hardcore sales tactics at the door.