I recently had the chance to attend a seminar called “Understanding How Emotions Drive Purchasing Decisions.” I have to admit while selling, I don’t give much thought to how the customer “feels” about a purchase.  Of course, I want them to be happy with my service and the quality of our products, but how do they feel?
Most people that have to repair a vehicle do it out of necessity and not for enjoyment.  Before my customer’s customer even gets to the shop, they already have negative feelings.  In an effort to turn these feelings around, I need to know where they come from to begin with.  And, so do you.
What are some of the most common reasons for unpleasantness?

• Trust issues with the product or service.
• Affordability/would rather spend money on something else.
• Embarrassment in inability to perform the service themselves.

In this session, I learned that there are a few techniques to create a “safer” buying experience. Here’s how to appeal to an emotional decision with a rational approach:

1. Helping your customer become knowledgeable is your best tool. The more product information you can share, the more you minimize the uneasiness of spending money.
2. Have a strong web presence. Online, your customer can do their research in private without the pressure of not having as much knowledge as you do. Many customers will shop online before they ever enter a store, not necessarily to purchase but to find the information before visiting you.
3. Use surveys. There are many free online survey tools (*cough* Survey Monkey *cough*). Ask your customers questions that promote “I feel ____” responses on your Facebook page, on your website, or via email to give you a clearer idea of how you can make the shopping experience better.

You have a great product that you know inside and out. Do you know the emotional side just as well?
photo credit:© pathdoc – stock.adobe.com

As a customer, emotion can drive what you purchase and from whom.  This week, Transmission control is back with a lesson on how appealing to feelings can lead to a better bottom line.  Leave a comment below or email Andrew directly!