Did you know that 95% of purchasing decisions are driven by emotions, while logic is often used to justify those decisions later? In today’s hyper-competitive market, understanding and leveraging customer emotions isn’t just a nice-to-have—it’s a necessity. Successful businesses don’t merely sell products or services; they craft experiences that resonate deeply with their customers’ feelings, desires, and aspirations.
The key lies in tapping into the emotional triggers that drive buying behavior. Why? Because, as already pointed out, customers don’t always make decisions based on rational thought processes or practical needs. Often, their choices are influenced by deeper, subconscious desires—whether it’s the symbolic meaning of an item, the emotional connection it fosters, or the way it makes them feel about themselves and their relationships.
Consider this: emotions like the thrill of scoring a great deal, the fear of missing out, or the pride of owning something exclusive are powerful motivators. These feelings can tip the scales in favor of a purchase, even when logic suggests otherwise. For instance, luxury brands thrive on creating a sense of exclusivity and status, while limited-time offers exploit the fear of losing out on an opportunity.
This article delves into how businesses can harness the power of emotions—such as greed, fear, kindness, pride, and shame—to connect with customers on a deeper, more personal level. By aligning your sales strategy with these emotional drivers, you can not only boost conversions but also foster lasting customer loyalty. After all, when customers feel emotionally connected to your brand, they’re more likely to return and advocate for your business.
Ready to transform your sales approach and unlock the full potential of emotional marketing?
Let’s dive in.
Greed
“If I buy now, I will get a bonus.” This works well with products or services that carry a form of reward, like a discount or loyalty offer. Customers are always interested in how they can get more for less, and crafting your sales around this factor can help you close more sales
Fear
“If I don’t buy now, I will lose out.” This works when you have a time-based offer. Customers tend to make up their minds faster if they know that the item will go off the market after a particular time. A lot of “expires by midnight” offers see a huge boost in their sales before the time expires.
Kindness
“If I buy now, I will be helping somebody.” This works best with the empathy/charity-inclined customer. A lot of people want to feel they are doing something for the less fortunate, which is why most businesses use the “50% of sales from our products go to building schools in the slums” concept. It works every time.
Pride
“If I buy this now, I will appear better than my neighbors, colleagues, or XYZ.” When your product or service appears to be only for a select few, then everyone will want to be on that boat. You can achieve this by creating artificial scarcity or selling in a niche market. “I have one of the only hundred items XYZ produced this year” is as good an introduction as any.
Shame
“If I don’t get this now, I will be the laughingstock of my peers.” In trying to avoid shame, a lot of people have bought items they do not need or cannot afford. This emotion is a very strong one and works very well in the luxury goods niche.
Putting It All Together
There are many other emotions that run the gamut in the subconsciousness of a potential customer, and taking advantage of these emotions in your sales spiel will go a long way in moving potential further down the sales funnel.
Every successful sale either creates or plays on one or more of these emotions. A buyer needs to know that, apart from the functionality the purchase will provide, one or more aspects of their psychological makeup will be satisfied. When your product or services incite any or all of these emotions in an individual, a buying decision becomes inevitable.
Customers are always emotional. They have emotional cravings that need to be satisfied by the ownership or purchase of an item. Sometimes, these feelings are intense; sometimes, they are barely there, but they always come into play whenever a commercial transaction is in view.
What clinches a deal for any customer, what finally influences their buying decision, is how the customer believes they will feel after they have bought the product or service.
They may not remember what you say, but they’ll definitely remember how you made them feel. — Tim Sanders, Yahoo.
