Emotions Impact Consumer Behavior
Many salespeople assume that customers make buying decisions with a rational approach, analyzing details like features and financial aspects. However, research has shown that emotions shape the attitudes that drive consumer decisions and behavior. And, those emotions (or hot buttons) impact behavior far more than technical or functional factors.
Consider how people frequently buy name brand products over the generic alternative. If it doesn’t make logical sense to pay more for a product with the same ingredients why do they do it? It’s the emotional attachment they have to the brand.
Psychology Today describes it this way…
“A nationally advertised brand has power in the marketplace because it creates an emotional connection to the consumer. A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user.” – curated from Psychology Today
Uncover Hot Buttons to Build Enormous Value
All buyers are influenced by their emotions, however they may not realize it. While the reasons customers care about your products may not be obvious to them, your ability to uncover their “hot buttons” and understand their emotional needs can have a very concrete impact on your sales success.
When you gain a firm understanding of your customer’s hot buttons you have powerful information to build value in your product. Consider that most customers would pay almost anything to realize their hot buttons and you can see how incorporating a connection between your products benefits and their hot buttons help increase value.
For example, a grandmother with knee pain might decide to just “deal with it” when faced with a pain cream costing $40.00 a tube. However, if that same cream could relieve her knee pain allowing her to spend quality time playing on the floor with her granddaughter it would be well worth it. In fact, if you asked her how much she would pay to have that time she might say something like”I’d pay any amount”.
The ability to spend quality time playing with your granddaughter is an emotional reason for buying the product. It’s a priceless “hot button” and connecting it to your product’s benefits increases value.
Discovering Your Customer’s Hot Buttons
To find your customer’s hot buttons you need to ask questions but before that, you need to gain their trust. Chances are a stranger isn’t just going to hand over emotionally charged information to you. So from the beginning of your interaction you need to establish rapport and sincerely listen and care about your customer’s needs. When they feel the can trust you and see that you’re not just about making a sale they’ll be more inclined to open up and tell you what really matters.
Emotions are What Drive Consumers to take Action
Having a conversation at a more emotional level also encourages your customer to take action. It’s human nature. Even something as simple as our fight or flight response is triggered by an emotion.
“In response to an emotion, humans are compelled to do something. In a physical confrontation, fear forces us to chose between “fight or flight” to insure our self-preservation. In our daily social confrontations, insecurity may cause us to buy the latest iPhone to support our positive self-identity.” – curated from Psychology Today
There are emotional aspects to the decisions and actions your customers take when considering your product. When you make a solid connection, uncover their hot buttons and show how your product can help get them what they want, you increase the chances they’ll say “yes” when you close.