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Are buying decisions emotional?

Jul 20, 2021

Our clients make a lot of buying decisions each and every day, just like we do. And most of them are emotional decisions. Unless they are base-level needs, the buying decision is confirmed when a client is emotionally invested in the service or product.

There’s a saying that goes….. “people love to buy, but they don’t like to be sold.”

And I couldn’t agree more with this. There is an emotional element to making a buying decision, and we usually like that… as long as we are in control. When I buy something, I want (at least) the illusion that I am in control – preferably that I actually am in control. And if I am being sold, I am definitely not in control. I am probably being taken advantage of. Just like a sleazy used car salesman only interested in his commission. He wants to be in control, and that is why it is uncomfortable.

I don’t buy from people who try to control me. I just have made a decision not to. I have learned to recognize those situations, and I head out the door and run the other way. If I feel like I am being heavily sold, I will automatically walk away. You see, “being sold” robs us of the emotional connection we want to make with the buying decision.

But there is a better way. A much better way. You want to set up the game to properly attract the right-fit target client, ideally with emotional elements. And then, you provide as much information, time, and resources needed as the client decides on whether or not they will buy from you. This is where it is critical always to be listening. You aren’t trying to push your sales agenda with your prospect, but instead are trying to help your client decide if you are the right fit for them.

One of the best ways to do this is by using social proof. If you (or one of your team members) tell a dual income earning Mom who lives in suburbia that you will save her 10+ hours a week if you do her Wash-Dry-Fold Laundry for her, she might believe you, but she might also feel like she is being sold.

Alternatively, you could have a video testimonial sent to your prospect about what another client (who is very much like her) says about her experience with your service that she has now used for months.  She will quickly relate to that, and it comes across as much more credible because it is not you talking about yourself. This allows the prospect to emotionally bind with the buying experience, stay in control, and feel great about the experience.

As dry cleaners, we don’t usually think of ourselves as salespeople unless we do routes, commercial accounts, or restoration. By attracting prospects emotionally, providing ample information that is non-salesy, and always allowing the client to stay in control, you will continue to build your business while also building your reputation. Try to include social proof, in the form of testimonials, with almost every marketing piece you do.

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