Do you know the secret to selling more HR services? It’s understanding why people buy anything in the first place. And the truth is, there are countless reasons why someone might open their wallet. But you can boil it down to just 10 key motivations:

1. Make money
2. Get more comfort
3. Save time
4. Increase popularity or social status
5. Save money
6. Achieve greater cleanliness or health
7. Save effort
8. Feel more loved
9. Avoid mental or physical pain
10. Gain praise

And if your HR services align with any of these motivations (or more than one), your chances of converting leads into paying clients will skyrocket.

Why These Motivations Matter for HR Consultants

So why should you care about these 10 reasons? Because if you want someone to invest in your HR services, you must connect your offer to what they genuinely desire.

For example, imagine you tell a potential client, “Let me help you create a better onboarding process.” It’s a decent offer, but it lacks emotional pull. Now consider this version:

“Let me help you create a seamless onboarding process so you save time, reduce employee turnover, and get praised by leadership for your efficiency.”

See the difference? You’ve tied the offer to multiple buying motivations—saving time, avoiding pain (employee turnover), and gaining praise.

This simple tweak transforms your message into one that resonates deeply with your audience, making them much more likely to say yes.

How to Use This Knowledge to Sell More HR Services

Here’s a quick exercise to help you implement this right now:

1. Take the 10 reasons people buy (listed above).
2. For each one, write down 10 ways your HR services provide that benefit.

The first few ideas will probably come easily. But as you dig deeper, you’ll uncover unique angles that set you apart from competitors.

For example:

• To save time, you might offer automated systems or processes.
• To avoid mental pain, you could highlight how your HR solutions reduce workplace stress.
• To gain praise, you might emphasise how your strategies lead to award-winning HR practices.

These benefits will become the foundation for everything you write and say about your services—whether it’s in emails, LinkedIn posts, or sales conversations.

The Payoff

When you know exactly why someone should buy from you, you can create marketing messages that resonate, build trust, and ultimately generate more sales. It’s like having a secret weapon in your back pocket.

And the best part? This knowledge doesn’t just help you sell more HR services—it builds a stronger connection with your audience by showing you understand their needs on a deeper level.

Your Next Step

Schedule 30 minutes to do the exercise above. It’s a small investment of time that could pay off for years to come.

And if you’re ready to take your HR consultancy to the next level, grab a copy of my book, How to Land Your Dream Client. It’s packed with actionable strategies just like this to help you attract, engage, and win clients who truly value your services.