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The Hidden Psychology Behind Why People Buy (And Why They’re Not Buying from You)

Writer's picture: Rhiannon-Amber LeavettRhiannon-Amber Leavett

Updated: Jan 23

You post consistently. You engage with your followers. You pour your heart into your equine business.

 

Yet… sales are slow. Bookings are inconsistent. And you’re left wondering, “Why aren’t people buying from me?”

 

The truth? Selling isn’t just about having a great product or service. It’s about understanding how people make buying decisions.

 

If your business isn’t bringing in consistent sales, it’s not because you’re not good enough. It’s because you haven’t tapped into the psychology of how people buy—and today, I’m going to show you exactly what’s missing.

 

Buying Decisions Are Emotional First, Logical Second

 

Most equestrian business owners think people buy based on logic:

“My services are the best value.”

• “I have more experience than my competitors.”

“I’ve explained all the benefits of what I offer.”

 

But here’s the kicker: people don’t buy because of logic! They buy because of emotion—then use logic to justify it.

 

Think about the last time you bought something exciting—maybe a new saddle, a gorgeous pair of boots, or a course that promised to take your business to the next level.

 

You didn’t buy because of a spreadsheet comparison. You bought it because of a feeling.

 

Maybe it was the excitement of owning something high-quality.

Maybe it was the relief of finally solving a frustrating problem.

Maybe it was the confidence boost of stepping into your next level.

 

Your customers are the same.

 

If your marketing isn’t triggering an emotional response, you’re missing the key ingredient that drives buying decisions.

 

Why This Is Hurting Your Sales:


• Your content is too focused on features (“6 lessons, 3 hours of training, includes worksheets”) instead of the transformation (“Finally get consistent bookings without stress”).

• You assume people will logically understand the value—but they need to feel it first.

 

The “Value Gap” That’s Stopping Sales

 

The biggest reason people don’t buy?

 They don’t see the true value of what you’re offering.

 

To put it simply... There’s a gap between:

• What you know your product/service does

• What your audience believes it does

 

Your job isn’t just to tell them what you offer—it’s to show them how it will change their life, business, or riding experience.

 

How to Close the Value Gap:


1.  Shift from Selling Features → Selling Outcomes


•    ❌ “I offer saddle fitting sessions with detailed assessments.”

•    ✅ “Get a perfectly balanced saddle that improves your horse’s comfort and performance and eliminates 'naughty' behaviour”


2.  Use “Before & After” Storytelling

• Paint a clear picture of what life is like before they work with you vs. after they do.

• Show real transformations from past clients.


3.  Speak Their Language (Not Industry Jargon)

Your audience doesn’t care about technical terms. They care about solving their pain points.

• Instead of: “We use biomechanical analysis to assess saddle fit”, try:

• “Imagine your horse moving freely, pain-free, and performing at their best—that’s what a proper saddle fit can do.”

 

The Subconscious Triggers That Make People Say “Yes”

 

People don’t just buy when they understand what you offer.

They buy when they feel understood.

 

Here are three subconscious triggers that make buying feel effortless:

 

1. Social Proof (The Bandwagon Effect)

• People trust what others say about you more than what you say about yourself.

• If you don’t have enough testimonials, case studies, or client stories in your content, people will hesitate to buy.

 

ACTION STEP: Start showcasing more client wins, screenshots of messages, and before/after transformation to build trust instantly.

 

2. Scarcity & Urgency (FOMO: Fear of Missing Out)

• If people think they can buy from you whenever, they won’t feel the need to act now.

• A sense of urgency makes people prioritize the decision instead of putting it off.

 

ACTION STEP: Add real deadlines, limited spots, or exclusive bonuses to your offers.

“Only 3 spots left for February!”

“Price increases in 48 hours!”

 

3. The “Ease of Decision” Factor

• If buying from you feels confusing or complicated, people will abandon the decision.

• Too many steps? Too many choices? They’ll leave without booking.

 

ACTION STEP: Make your sales process ridiculously easy.

• Reduce the number of clicks needed to book.

• Offer clear, simple options (not 10 different packages).

• Use one clear CTA (Call to Action) per post.

 

The #1 Reason People Aren’t Buying From You (That You’ve Never Thought About)

 

Here’s a hard truth:

 

If people aren’t buying, they don’t see your offer as a “must-have.”

 

Right now, your audience is probably thinking:

•    “That sounds nice, but I don’t need it right now.”

•    “I’ll think about it later.”

 

The key to fixing this?

 

You need to position your offer as the solution to a PROBLEM they desperately want to be solved.

 

If your audience isn’t urgently searching for a fix, they won’t feel a reason to buy now.

 

ACTION STEP: In your content, focus on:

•  The pain of staying where they are.

•  The cost of not fixing the problem.

•  The transformation they’ll experience when they buy.

 

Here’s Your Next Step…

 

Now that you understand the psychology behind buying decisions, it’s time to implement it in your marketing.

 

You could try to figure it all out on your own… or you could work with someone who knows exactly how to turn your audience into paying clients and has the receipts to back up the claims.

 

✨ If you’re ready to stop spinning your wheels and start making real sales, let’s chat.

Book a free consultation call, and I’ll show you exactly how to make your marketing convert.

 

🔗 Book your FREE strategy call here!




 

Final Thought:

 

Sales isn’t about tricking people. It’s about understanding human behaviour and positioning your offer in a way that makes saying “YES” feel natural.

 

And once you start applying these principles?

 

📈 You’ll finally see the consistency, engagement, and sales you’ve been working so hard for.

 

 

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