Customers Are Creatures of Emotion Not Logic

Most people who have ventured into business (or own their own business) are quite intelligent. It is rare that one would find a businessman who has no clue about his product or services. This is how it should be, as they should clearly know all about what they are offering to the market. One thing brings down most of these businessmen though; and that is not getting out of their own situation and putting themselves in the shoes of their customers. The only way one can even start influencing how a customer thinks is by selling the products or services from the customer’s point of view. This seems to be the main cause why most people who are experts in their line of business still experience low sales. It is due to a disconnection between what the seller is telling the customer and what the potential customer is actually hearing. In the extreme cases, the misinterpretation between the seller and potential customer may be so severe that the potential customer even believes that the seller has no idea what they are selling.

When it comes to selling, an individual should understand that the customer is a creature of emotion, not logic. For this reason, the sale must pull at the potential customer’s heart strings and not their mind per se. This is what may cinch a sale. This thinking applies to almost all customers. However much an individual may be meticulous in his choices, as well as the details of an item, when it comes to buying most people will default to their emotions. So, once a seller can learn how to play up an individual’s emotions, whether they are selling them flavored gum or a new shoe polish, they can then be assured of more sales.

Although appealing to a customer’s emotions may seem like an insurmountable task, the truth is it is quite simple. One needs to keep in mind the question of why a particular customer buys a product from him. A businessman needs to ask himself what it is about his goods and services that appeal to his clients. This is quite simple. When someone decides to purchase something, it almost always is in terms of what it is about that purchase that is suited to them. For example, a customer is not buying a keyboard when they purchase one. They instead are purchasing the experience that they will have with that keyboard. It is for this reason that large amounts of money are injected into brand marketing worldwide. The customer needs to feel a connection with their purchase, not necessarily the product.

The next step is making this theory work for one’s own business. The first step in doing so would be to develop a list of benefits as well as the features customers would get from one’s products. Features are the regular run of the mill properties of products such as shelf life and weight. Benefits are what will reel in your customers, as the benefits are emotion based. The six benefits products should have are satisfaction, pride, comfort, desire, fear and security.

Yours Sincerely,
Annetta Powell
Your Professional Success Coach