Selling And Why Customers Buy

Do you really understand and know the reasons your customer buys your services or goods? I am not talking about value or price, I mean the real reasons behind their decision. People make purchases based almost entirely on emotions. Not everyone will agree with this they believe people buy based on needs and logical thinking. But when you look for the real reasons by digging deeper you are likely to see the emotional influence.

It doesn’t matter what you are selling. If you look closely you will find different emotional reasons for the consumer to purchase your offering. You can prove this to yourself by examining the make up and beauty products industry and why it is so important when selling cars to be a good car salesman and know about emotions and buying signals. The auto industry has developed an entire car sales training process to determine their customer’s emotional buying triggers. Take a closer look at why your customer buys and focus on satisfying those emotional needs. Just keep in mind that people buy for very different reasons when their emotions get involved in making buying decisions.

To look at a more practical side of why customers buy, let’s look at this example. Consider the purchasing agent for a municipal agency. In most cases you could assume that the commercial buyer makes their decsions based on numbers and dollars. This may be partially true, but they also want to show their superiors that they have done a good job. They want to feel some personal satisfaction and be acknowledged for doing a good job. Although the buyer uses logic to make a buying decision, they are also using their emotions.

Recall for a minute the reasons behind some of your own buying decsions. If you had a very special function that you needed to attend would you wear whatever was in your closet or would you want a new outfit. Most people wouldn’t think twice, they would want to wear something new for this special function. They would go shopping to look for that new dress or suit and maybe even shoes or purse. They may shop at several different stores until they find that one special item that just feels right. They want to feel as good as they look. They may want to look successful, fashionable, thin, sexy, and younger or maybe they just want to be accepted. Whatever it might be it is based on an emotion.

Can you recall a time that you went to a restaurant you thoroughly enjoyed and they served your favorite food. When you are eating your meal you feel good and happy with your selection and when you are done you are satisfied and content. However if it was not a tasty meal you made a bad choice you would be unhappy and unsatisfied. However your experience unfolds there are always emotions involved.

Agree or disagree, just look closer for the real reason and you will see the buyer makes decisions based on emotions. People have emotions and some of us more emotions than others to make a purchase. Regardless of what people say, their emotions have a much bigger impact on their buying decisions than they know. Whether you are selling clothes, cars, jewelry or industrial supplies think about all the possible emotions that cause your customers to buy. The car business from my earlier example has networks for car salesman tips to help them sell cars with emotions. Do you remember the old saying; You are not selling a steak, you are selling the sizzle of the steak.