Customer Emotions

It is a known fact that the body releases endorphins which gives us that “Good Feeling” we experience when purchasing something we want. This is the reason why despite events like for example depressions, recessions and slow economic downturns females as an example still go and have their nails and hair done in order for them to get that endorphin kick. This is no different for males.

Knowing this, selling can take on a whole new level by addressing the so called “emotional hot buttons” of customers. Take a moment to think what benefits your clients could experience when purchasing any of your products or services. Once you know this all you now have to do is focus on these customer’s emotions.

We have all heard of keeping up with the Jones’s, it just takes on a different level, this is why we classify products into the categories of “good” “better” and “best”. What I am trying to say is people don’t necessary want the best of anything, as long as they have something a little bit better than their social circles they move in, this gives them the experience of feeling “good, better, best”. When you appeal to these customers’ emotions, then normal needs and logic just diminishes.

It is crucial that your sales team understand and know not just the features of a product, but more importantly the benefits of the product. When conveying this they will far likely appeal more to your customer’s emotions. When achieving this, the sales consultant will make your customers experience the “good, better, best” feeling, thereby resulting in them having a perception that they are happier, better off and will be more socially acceptable and will be more likely to part with their hard earned money. 

Role play this with your sales team, and if they can master this technique, then you are bound to see sales increase.

Good luck, and don’t forget to have fun!

The Master Retailing Team