Regardless of industry, there is one commonality shared by everyone in business. Customers rely on emotions to make buying decisions. The quicker we understand how people make buying decisions, the quicker we are able to improve our ability to sell products and services.
Buying is an emotional experience. Regardless of the type of purchase, someone is making, there’s always some level of emotion involved. The question is are you positioning yourself to leverage a prospect’s emotions to influence them in your favor?
As previously mentioned, people are primarily motivated by fear and pleasure as emotions in the buying process. To stand out from the competition you must leverage at least one of them, ideally though you will want to utilize both of them during the sales conversation.
Fear as an emotion in the context of sales does not mean scaring someone as if they are watching a horror movie. In most cases, it will involve someone wanting to avoid some form of pain that presently exists in their environment. It can also relate to something that has happened to them previously in which someone will want to avoid because the pain associated with it. The vast majority of decisions are motivated by someone wanting to avoid some form of pain. For example, in Real Estate a buyer might offer a higher amount for a prospective property because of the pain associated with losing out on previous homes they wanted.
The pain someone fears can take on many forms, as illustrated in the above example. The pain individuals fear will be different depending on the industry you are presently in. You will want to identify them as quick as possible to create strategies to help your clients overcome them as fast as possible. In doing so, you will rise above the competition.
Everyone loves pleasure, but not everyone is motivated by it. As the vast majority of people are motivated by moving away from pain, it will be important to understand the concept of pleasure to quickly identify who is motivated by it. Pleasure is simply someone who wants to move towards a sensation that feels good. Think of the individuals who choose a particular restaurant because of a food item offered that makes them feel good. It can even be someone loves to be surrounded by beautiful things because it creates a sense of ecstasy within them. The fastest way to identify individuals motivated by pleasure is to listen to the language they utilize. If they have a tendency to talk about things that motivate them which are mostly positive in nature, as well as feel good, there is a high probability they are motivated by this emotion.
Because each client is different, you will have to engage them in a conversation that will reveal what emotions they are motivated by. The faster you are able to identify their motivating emotion, the faster you can adjust the sales conversation in your favor to close the deal.