We like to think of ourselves that we are rational and that when buying we make decisions based on the calculation and analysis of costs and benefits, but the reality is different, since our decisions are strongly influenced by our emotions and moods. , so selling becomes a real challenge for sales and marketing teams.
It has been proven that it is more efficient to reach the heart of the consumer than their reasoning to make them buy.
In order to face this challenge, the first step is to know the main emotional Poland Phone Number List reasons that influence the purchase process and then see how when appealing them the desired action is triggered in the consumer, such as placing an order, subscribing to an email list, follow on Facebook or make an appointment.
These main emotional reasons are detailed below Trust: A fundamental emotion that underlies the success of any business. This trust is achieved with honesty and by not promising anything that the company cannot deliver.
Desire for Power and Control: People want to know that they are making decisions from a position of power and that they are in control of the situation. Under these circumstances the chances that the customer will be satisfied with his choice increase.
Confusion: It does not consist of causing confusion to the consumer. When buying, the customer does not always know what he wants or how to cover his true need, so it is about offering him the product or service that solves the confusion he has. It consists of telling them that you have him and offer what he is really looking for and needing.
Enthusiasm: The rush of adrenaline is a powerful marketing tool. Excitement is an emotion that is triggered by an event or reward that is expected to materialize in the immediate future. So you have to make the client feel as if they were one step away from achieving something great for him in his life.
Envy: Why does a salesperson intentionally appeal to an emotion that is negative? because envy is the idea that you deserve better than what you currently have. The thing to do, is (subtly) remind your customers that they currently don’t have what they want, and then show them how you can fix it.
Hope: Hope gives rise to consumer optimism, which is a motivating force for purchase. To do this, you must first make sure that you know what the target market expects. The next step is to plan the offer to help the consumer fulfill that hope.
Fun: Countless research claims that the physical act of laughing and even simply smiling can reduce stress and lead to a happy mindset. So you have to ensure that the customer is in a good mood and satisfied.
Discovery: Make the consumer feel that he considers himself a discoverer, since one of the main sources of motivation for people is to keep discovering and looking for things, situations, experiences, etc. According to neuroscientist Jaak Panksepp of the seven basic instincts in the human brain (anger, fear, panic-pain, maternal care, pleasure / lust, play and search), the search to discover is the most important.
Membership: We like to belong to interest groups, which can give us status, so it is necessary to achieve in the consumer that their sense of belonging to what is covered, for example through belonging to exclusive clubs, Gold cards, Associations.
Family Values: for those consumers who seek integrative elements of their family harmony and consists of appealing to the stereotype of a happy family (father, mother, son, daughter, and sometimes a dog).
Based on the above, it should be noted that consumers’ emotions have a significant impact on their behavior, and that purchasing decisions are based on some of these emotional states, so it is essential that in any marketing and sales strategy be taken into account.
To generate a stronger relationship with consumers, it is advisable to satisfy at least two of these emotional states of the consumer, and thus achieve a greater commitment from them, which ones are you going to appeal to?