Every purchase you and I make is made for an emotional reason. Whether it’s buying a new dress or new home the emotional trigger has to kick in for us to move to the next stage. Without the emotion you get procrastination.
In sales it’s important to really understand the customer’s buying motive and ultimately this will stem from an emotional need. If the emotion is high enough, price becomes less of a problem.
Imagine you are considering a new home. The planning and homework you will do before going to the estate agent will be extensive. You’ll have thought about the location, the specification, amenities, insurance and so forth because when you do visit the agent their role is to take you to the next stage, qualify you and give you a viewing of the property. It is at this moment, when you walk into the property, that your emotion will rise or fall depending on your expectations. If you love the property you will be excited enough to put an offer in, on the other hand if it does not excite you, then you will look elsewhere.
The emotions are different when you are making a distressed purchase. If the central heating boiler breaks down or your car needs new tyres, the emotion of crashing the car or cold showers will be the trigger to action.
“Always look for the emotion in the sale.”
Good luck.
Kevin
www.kevincharlton.com
If you're in sales or need to promote your business; you'll understand the importance of gaining face to face meetings with decision makers. You probably have a fantastic product or service to offer, but may suffer; as many of us do; in using the…
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