The decision to buy usually arises from a combination of factors. There are emotional factors (such as esteem, status, security and belonging), and logical ones (such as money and time savings, quality, convenience or service reliability) that make up our chief buying decisions. A business owner would want to understand these buying motivators early in the selling process.
Find out what people want and what motivates them to buy, and then show them how to get it.
Deliver a better sales experience by understanding both the emotional and logical drivers that guide people’s purchasing behaviour. Neuroscientists explain how this emotional-logical relationship influences our decision to buy as the unconscious mind translates millions of bites of information and communicates messages to the conscious mind through emotions.
We can simplify this relationship by acknowledging the emotional and logical sides of human thought (both of which sometimes come into conflict). Appealing to both logic and emotion will thus play a part in harmonizing the decision-making process.
Identify the drivers that influence each customer’s buying decisions through a proactive dialogue. Ask open-ended questions to understand the types of services customers are looking for, whether these services are sufficient to achieve their project goal, whether the solution fits their budget and schedule, and whether the schedule is dependent on a specific event. This information will help you put forward relevant recommendations.
When recommending solutions, you may want to consider using facts and figures to reason with the logical side of buying behaviour and yet appeal to the emotional side as well so that the prospect can better relate with the outcome.
Visual storytelling is an effective way of delivering a sales message that appeals to both reason and emotion. It places your customer at the centre of the story and empowers them to make strong associations about their own goals. Visual storytelling delivers a narrative through the use of visual aids such as product samples, prototypes, demos, photographs or video.
Imagine an interior designer presenting different types of kitchen models to a homeowner. The designer may use visual aids to enhance the conversation by showing the different kitchen styles and materials. These illustrations will help the customer gain a better understanding of what they want. The designer may also use trigger words such as “imagine yourself…” to evoke a particular emotion when telling the story. These sensory cues allow the customer to develop a visual understanding of what the experience would be like and form a strong emotional association.
When creating your sales presentation try to incorporate a powerful visual narrative. The use of rich visible content, such as high-resolution imagery, can bring the story to life and make it emotionally impactful.
The narrative of any sales presentation will seek to answer three questions, which can help guide the selling process:
- What do you want the customer to think?
- How do you want the customer to feel?
- What do you want the customer to do?
What do you want the customer to think? This question appeals to the logical side of buying behaviour by using rational arguments (such as facts and figures) to deliver the message. Always ask yourself whether the message makes sense to the prospect through an easy to follow narrative with simple jargon, and how the prospect might benefit from the information.
How do you want the customer to feel? This question seeks to evoke certain types of emotions which can be accentuated through the use of visual cues. The message should appeal to emotional needs that drive the customer’s purchasing decision, such as delivering a positive expectancy.
What do you want the customer to do? This question is a call-to-action. The aim is to bring about a specific act or behaviour at the end of the presentation. You are empowering the customer to take a desirable action or form a favourable opinion with the information provided, guiding them to the next logical step in the selling process (which is hopefully the close).