Do you know what emotions move your customer towards the purchase? Learn about emotional marketing. In the sales career, we are used to the definition that “nothing is personal, and everything is just business”. There are countless definitions and famous sayings that take this into account.
The Emotional Purchase
In the sales process, when we are negotiating, presenting, following the decision, or prospecting, we want our potential customers to choose to do business with our company because we are the best option. In addition, we fill our customers with information that demonstrates that our company is essential and try to convince them that we are the best option.
After all, that’s the role of every salesperson. Show that we are the best option for our customers. And information, data, statistics and presentations are the best we can do. Not always. We believe that customers make purchasing decisions because they have carefully considered our offer, proposal and benefits. But that is not all.
The information is there to help us reach a decision, but no person makes these decisions alone. Other factors help our impressions and impulses to act and directly affect our decisions.
Customers make decisions instinctively because purchase decisions are always the result of a change in their emotional state. While information can help change this emotional state, emotion remains the most critical factor and has more value than information.
How Does Emotional Marketing Work?
In practice, we can say that all purchase decisions end up resulting in the integration of 6 primary emotions:
- Greed. We think, “If I make a decision now, I will be rewarded”.
- Fear. We think, “if I don’t make a decision now, I’m toast”.
- Altruism. We think, “If I make a decision now, I will help others”.
- Envy. We think that “if I don’t make a decision now, my competition will come out ahead”.
- Pride. We think, “If I make a decision now, I’ll look smart”.
- Shame. We think, “If I don’t make a decision now, I’m going to look stupid.”
When the salesperson uses his pitch, sales skill, and presentation, he tries to create a scenario in the buyer’s mind. He wants to show that he can be innovative in making the best decision, come out ahead and so on.
Every successful sales approach either creates or heightens these emotional states. And, the more emotional states the speech incites, the greater the salesperson’s success, and the greater the chance of convincing you. Nothing like influencing people to buy through a good speech!
Changing Emotional States, The Secret Of Emotional Marketing
These changes in emotional state can only be accomplished by emotional marketing when the sales approach considers the customer’s belief system. It is this belief system that determines how each emotion arises.
For example, if a potential buyer sees a company as its main competitor, fear and envy will be alive if the sales approach emphasizes competitiveness. In contrast, if the potential buyer is an executive at a large company, he may be more afraid (and a little jealous) of competition from an unknown, upstart startup with the potential to disrupt your product.
Likewise, a sales message that conveys that “it is a green product that saves the environment” can raise the altruism scale of an executive who is looking to associate himself with the benefits and attributes related to sustainability. It is still a way to make the customer buy more through emotional marketing.
On the other hand, the appeal can fall apart when presented to a politically conservative decision-maker. In other words, if you’re creating emotions that drive decision making, you don’t just need to know your potential buyer’s emotional state. Still, primarily the beliefs they use to assess the emotional weight of anything you might present to them.
Research Which Emotion Will Make Your Customer Act
How to make your customer buy? Now, the more you carefully research your audience, the more likely you are to understand their current situation, and you will know how to speak to your potential customer’s emotions effectively.
It is only within this context that information finally comes into play. And this is an essential point of emotional marketing. It is an ingredient that cannot be missing for anyone who wants to make a person buy their product. The emotional shift you are looking for in your customer will likely result from the change in expression and emotional triggers in your sales pitch.
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