Article

Nicola Ray
Nicola Ray 26 March 2013
Categories

The Power of Emotion When it Comes to Selling

The power of emotion when it comes to selling is undeniable. There's no doubt that the decision making process can be complex.

The power of emotion when it comes to selling is undeniable. There’s no doubt that the decision making process can be complex.

Theoretically there are 5 key stages for both B2B and B2C purchase decision making – the length of each will depend, in part, upon the value of the purchase. The complex, involved or costly the purchase, the longer the stage. (The only exception to this rule is when you buy a house.)

The stages are:

1. Need
2. Information gathering / search
3. Evaluation of alternatives
4. Purchase
5. Post purchase evaluation

Each stage can be influenced by a number of factors such as organisational policies and PEST factors (political, economic, social, technological) however, despite the formalised procurement process that many organisations go through, ultimately all buying decisions can be attributed to a change in the customer’s emotional state.

While information may help change that emotional state, it’s the emotion that is most important.

According to business author Geoffrey James, the six emotions that will interplay during the buying decision process are

1. Greed – If I make a decision now, I will be rewarded
2. Fear – If I don’t make a decision now, I will lose my job
3. Altruism – If I make a decision now, I will help others
4. Envy – If I don’t make a decision now, my competition will win
5. Pride – If I make a decision now, I will get praised
6. Shame – If I don’t make a decision now, I will look stupid

The task for marketing communications and the corresponding sales team is therefore to decide which of the members of the buying centre (users, influencers, deciders, buyers, gatekeepers) have to be reached and with which type of emotional message.

Understanding the beliefs that lie beneath the emotions are important but as honest, legal, decent marketing practitioners we would prefer to focus on the pride and altruistic emotions rather than use fear to influence purchase decisions. Unfortunately, it’s the less pleasant emotions that drive a stronger response: fear, greed and envy.

At the end of the day, business success is all about understanding your technology buyer and we explore this within detailed buyer profile workshops to gain the insight to what triggers will be most influential in your particular market.

The result – powerful communications that get the action you want: a click, a data capture form submission, a demo or a purchase.

 

THIS ARTICLE WAS ORIGINALLY PUBLISHED HERE 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more