Sales Management

Ten Strategies to Elicit Emotion in the Purchasing Process

In our last blog post, we started to explore the importance of motivating your customers by appealing to their emotions. Today, you’ll discover ten strategies used by top insurance and risk management professionals that you can apply right away.

As you probably already realize, the single motivator in purchasing decisions is not data, or facts.  It is emotional response.

People buy when they feel comfortable, when they feel they can trust you and when your process feels natural and reassuring.  In simplistic terms, people rationalize purchasing decisions based on facts, but they make decisions based on feelings. Modern brain research has proven this fact!

Ten Strategies to Elicit Emotion in the Purchasing Process:

There are several strategies to elicit emotion in purchasing decisions.  Let’s start with these ten for immediate results.

  1. Goals, Passions, Struggles.  Create the setting for the customer to talk about his or her goals, passions and struggles.
  1. State of Mind.  Do not start with your product or services.  Rather, gain a grasp of the consumer’s state of mind.  Your quickest route to an emotional connection is found in one’s feelings.beyond insurance
  1. Benefits not Features.  A feature is an attribute of a product or service.  A benefit is the way a product or service will solve the customer’s problem.  Benefits create emotion.  Features do not!
  1. Story Telling.  Plant stories in your presentation to entertain, inform, advise, warn and educate.  Stories are capable of stimulating strong emotion.
  1. Positive Attitude.  Emotion works hand in hand with the way one thinks about an issue or situation.  Your positive attitude influences emotion in purchasing decisions.
  1. Testimonials.  Customers want to feel reassured about their purchasing decisions.  Testimonials increase credibility and comfort in the sales process.  The more specific the testimonial, the more power it has for the customer.
  1. Visuals.  Create vivid, powerful images in the mind of the customer.  Research substantiates that the brain is wired to react to visual stimuli.
  1. Listen.  Far too often, we get so caught up in delivering our ideas that we don’t hear the voice of the customer.  Ask questions and listen.  Getting the customer to talk about his or her issues creates emotion.
  1. Empathy.  Your capacity to identify with the customer’s feelings and emotions is powerful.  Empathy demonstrates a true understanding of the emotional state of the consumer. 
  1. Future Vision.  A vision is a motivating view of the future.  It creates pride.  It gives direction.  Emotion is created by taking the customer to a future place and time and looking back.  Future visions are filled with anticipation.

Logic or Emotion.  And the winner is?  Emotion!

Scott Addis

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