Emotional Sales Buying Decisions
selling to an emotional want not a need
All sales buying decisions are uniquely personal
and emotional in their nature regardless of the
fact the a person or team maybe buying on behalf
of a company This is important because people purchase
based on their own personal and emotional wants.
They don't always purchase what they need
or what would meet a apparent need
So are you selling to a need that your product
fills, or are you selling to a want that
your prospect has? Many sellers make the
mistake of selling to a need.
They think,"he needs this, once I show him
how it fits his need, he'll have to purchase it".
I have heard many sales people tell a prospect
that they want to have a meeting to "sit down
and discuss their needs".
People purchase their wants....And needs and wants
don't always match.
But sometimes needs and wants are matched or rationalized
in the mind of the prospect.
You Rationalize Your Wants to Meet Your Needs
Ever eat a Mars Bar? I have. Many, Now when did
I ever need a Mars bar?
It has almost zero nutritional value. It does have
caloric content. And if I am starving, and there
is nothing else around, I'll eat one (notice the
rationalization here?). Or to be more honest, I'll
eat one occasionally if I want
one because it tastes good to me. But really now,
who needs a Mars bar?
How about a water delivery service for the office?
You know, spring water in a plastic bottle served
by plastic cups. What motivates this purchase?
Virtually anyone who works in any city in the
UK has city water service running out of one or
more taps in their office.
People don't need their
water in bottles. They already have water flowing
from their taps! Yet water delivery services have
flourished in the last 15-20 years.
It started out with the Evian craze in the 80s.
It became trendy among the aerobics workout types.
Then people started getting afraid of their water.
What's in that tap water? I am not so sure, so give
me the bottled stuff.
Now people have it delivered to their offices,
buy bottled water from supermarkets. All this because
we want it. Bottled water often tastes better is
convenient to carry, and makes us look a little
So we want it. And we are willing to spend money
And we justify, or rationalize, our decision to
buy that bottled water with the promised health
benefits, or the purity of its source, or the integrity
of the brand name. But as far as needing it, well
you can walk over to any tap right and get the water
you need for sustenance.
The bottled water you have because you want
Practically all buying decisions are first
personally emotional, and then rationalized to convince
our logical mind that we needed it.