The Real Reason People Buy (And It’s Not What You Think)

Stuart Chng
Dec 29, 2025
4 min read

The Truth About Why People Buy

A good article by my friend, social media coach & renown sales trainer Eric Feng! Check him out on IG, https://www.instagram.com/ericgoesglobal. He’s awesome!)

Do you enjoy champagne?

I don’t—personally. But many of my friends do.

Just last weekend, I found myself drinking far more champagne than I ever expected. We went through close to 10 bottles in one sitting.

There was:

Moët & Chandon
Dom Pérignon
Krug

To me, they all tasted pretty much the same.

My friends would probably gasp in horror if they read this.

Yet the prices couldn’t be more different.

Moët: around HKD300
Dom Pérignon: about HKD1,500
Krug: roughly HKD2,500

So here’s the real question:

What are people actually paying for?

Because it’s clearly not just the taste.

What We’re Really Buying: Brand and Status

Let’s be honest—what we’re purchasing is the brand and the status that comes with it.

The label on the bottle matters. Being seen holding a certain brand sends a signal about who we are, or at least who we want to be perceived as.

You might think this sounds shallow, but look around.

Status influences almost every buying decision we make, whether we consciously admit it or not.

Think about:

The school you attended
The car you drive
The company you work for
The social circles you belong to

Each choice communicates something about status.

The Silent Question Every Buyer Asks

Whenever someone considers buying from you, there’s an unspoken question running through their mind:

“Will this make me look smarter, happier, wealthier, more successful, more stylish, or more attractive?”

If the answer is yes, they’re far more likely to buy.

If the answer is no—or worse, if it makes them feel embarrassed or foolish in front of others—then even the best product or service won’t close the deal.

This is why logic alone rarely sells.

Why Selling Insurance Is So Challenging

This also explains why insurance sales are notoriously difficult.

Like it or not, the perceived status of an insurance agent is often lower than that of professions such as doctors, lawyers, or even teachers.

Try introducing yourself as an insurance agent at a networking event and watch the reaction—you’ll know exactly what I mean.

Insurance as a product also struggles with perception. It doesn’t carry the same prestige as a luxury handbag or a supercar.

People will happily spend tens of thousands of dollars on branded items, yet hesitate—or even argue—when asked to commit a few hundred dollars a month to protect their future.

The Good News: Status Can Be Created

Before you feel discouraged, here’s the upside.

There is one powerful factor that can elevate the buyer’s sense of status when they purchase insurance.

That factor is you.

When prospects see you as a trusted authority, or even a well-known advisor in your field, buying from you actually raises their status.

They feel proud to say:

“This is my advisor.”

When you choose to work with them, it signals importance. If someone respected and recognised advises them, they must be doing something right.

A Hard Truth (But an Important One)

This may be uncomfortable to accept, but it’s necessary:

People tend to value you after you become somebody.

As the saying goes, the truth may hurt—but it also sets you free.

That’s why in today’s competitive landscape, hitting sales targets consistently isn’t just about skills or products anymore. It’s about personal branding.

Why Personal Branding Matters More Than Ever

If you want to grow your business faster and attract better clients, you must invest in:

Being known
Being liked
Being respected

When you build a strong personal brand, you stop chasing prospects. Instead, the right prospects are drawn to you—and they buy because you represent value, credibility, and status.

Final Thoughts

Ask yourself honestly:

Are you taking your personal brand seriously?

If not, now is the time to start.

Doing the same things will only give you the same results. Growth requires change—and sometimes discomfort.

Focus on what’s best for your business, not what feels easy.

Let’s stop waiting and start building. More on branding here.

Need an opinion on your property investment plans, the best buys available or help marketing your properties?

Get a 1-time free 30 min Property Wealth Planning consultation with Stuart Chng and his team of Property Wealth Planners. Schedule one right now.

A PWP consultation includes:

- An in-depth financial affordability assessment and timeline planning

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- A clear and customised investment road map

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Stuart Chng, Executive Group District Director at Huttons, is a renowned leader and personality in the real estate industry.

He adores music and can play a few instruments decently without upsetting his neighbours. When not doing so, he enjoys pillow fighting with his son and coming up with silly puns which barely amuses his wife.

Professionally, he is a licensed real estate agent, an avid stocks, options and real estate investor, business owner, team leader, speaker and columnist for several property newsletters and blogs and is often quoted in media interviews on 938FM, Channel 8, PropertyReport, PropertyGuru and other publications.

Throughout his career, he has helped many clients grow their wealth through selecting great property investments and managing their portfolios actively. Read his clients' reviews here.

Stuart has also coached many top million dollar producing agents from top real estate agencies in Singapore. Read his agents' reviews here.