Our emotions are more influential in purchasing decisions than those of us who are more “cerebrotonic” like to accept.

 

 

 

I’m not talking about those who buy on impulse – that’s a separate issue – Experts, big brands … they take advantage of the power of emotions to connect with the market, whether positive or negative, but ultimately motivate them to make a decision: to buy from them .

Emotions are very powerful. For example, think about the commercial of a luxury car. The visual elements are so well worked that the car in question happens to an almost secondary level, since the main intention of the commercial is to arouse pleasurable emotions. So, every time we think of the brand we associate it automatically with all those things that we would like to experience.

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It is true that this resource is widely used by companies offering products, but what if you offer professional services? Does that apply to you as well?

Totally. So much so, that some say that once the buyer has made the decision because he felt that “connection,” he will seek arguments to support that decision.

The difference is that it is hard to admit.

Here are some ways that emotions influence our buying process, and tips for using them in your own business. There are industries where the emotional connection is obvious: fashion, health, articles for children and pets … and many others. But today I will take examples of industries where emotionality is not so obvious, but it will help you to better illustrate those points in your own professional services:

Pleasure: We all like to feel good. And the notion that we deal with “good” depends very much on what we are looking for at that moment, and how that need, once satisfied, makes us feel. For example, if a client orders the construction of his house, the engineer will say “my job is to set up structures that work, so that the house is supported”. The customer will agree, but he is not only thinking about the structure as such. What’s more, you may not even fully understand what you will do, because your mind and heart are focused on the outcome, how your life will improve thanks to that house: more comfort for the couple, will have more space for their children to play … So if you put yourself in your shoes and focus your marketing to reinforce that mental image that makes you feel good, you will have more chances to connect with him and close the sale.
Fear: This is one of the most powerful emotions. It is part of that “DNA” that has allowed us to survive in this world. Both excess and lack of fear have motivated many of the decisions people make, and your client is no exception. Industries like accounting and insurance know this very well. For example, if you sell your services as an accountant or an accounting system for companies, think as your client, how you would feel if you realize that your current way of carrying your accounting is making you lose money. And when presenting your solution, focus on how you would help prevent it from happening, or if it already happened, prevent it from happening again in the future. If we think a lot about fear without taking concrete actions, we become paralyzed. That is why it combines fear with an unwanted situation with the pleasure of a better future.

Fear: This is one of the most powerful emotions. It is part of that “DNA” that has allowed us to survive in this world. Both excess and lack of fear have motivated many of the decisions people make, and your client is no exception. Industries like accounting and insurance know this very well. For example, if you sell your services as an accountant or an accounting system for companies, think as your client, how you would feel if you realize that your current way of carrying your accounting is making you lose money. And when presenting your solution, focus on how you would help prevent it from happening, or if it already happened, prevent it from happening again in the future. If we think a lot about fear without taking concrete actions, we become paralyzed. That is why it combines fear with an unwanted situation with the pleasure of a better future.

Simplicity: Unlike rational arguments, more complex, the emotions are more “basic”, instinctive. Such or that thing makes us feel this way and already. So if you want to connect with the emotions of your ideal client, your message should be easy to grasp. All the elements of your home must be aligned with those emotions that you want to wake up in your client – texts, images, colors, typographies of your website and other online and offline channels. Simplicity gives confidence and credibility, because nobody will trust you if you do not understand.  But it is also important not to fall into the extreme of cheesy, as that also kills confidence.

Talk to your customers, not your colleagues: Your client is focused on your problem, and wants to know if you are able to solve it. The how comes after, before you must convince him that you are the person to help him. For example, if you are dedicated to designing and building custom web sites, your customer’s words such as HTML5, Javascript, PHP might sound like “Chinese”, and not being sure you can help them go with a competitor. That’s why, especially during the first approach – which is usually your website, or a sales conversation – the emphasis would be more on what you can do for him: to build a site completely in line with your needs and tastes, will be easy for your customers Navigate through it, you will not have to solve just any technical problems that are present, etc.
We hope these tips have helped you understand how emotions influence the buying process of your customers – actual and potential. Have you already tried to connect emotionally with your customers? We invite you to share your answer in the comments. In the same way we invite you to use our Project manager for free by clicking here

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