Many of us believe that we make decisions primarily based on reason. Especially when it comes to business, purchasing, and accepting or rejecting business offers. However, the truth is that emotions play an extremely important role in purchasing decisions, both in B2C and B2B sales. Which emotions are key when prospects decide, and how can a salesperson make the most of them?
Trust as a fundamental prerequisite
As the website CustomerThink states, trust is the foundation of any business relationship. Without trust in the salesperson and the product, the client will never go through with the purchase. Building trust requires transparent communication and compelling proof, such as reviews, case studies, or satisfaction guarantees.
Fear of making the wrong decision as a strong motivator
One of the most common emotions that prevents customers from signing a deal or buying a product is fear. Fear of making a wrong choice, selecting the wrong product, or overpaying. This emotion can be mitigated by emphasizing decision simplicity, offering a return policy, or providing personal recommendations from satisfied clients.
„FOMO”, i.e. the fear of missing out
Another powerful emotion that significantly shapes customer behavior is so-called „FOMO” (i.e. fear of missing out). It refers to the anxiety of missing a unique opportunity. This feeling can strongly drive purchase decisions, especially in the case of time-limited offers, exclusive products, or limited editions. However, be careful. Your efforts to create FOMO must be subtle and believable. If the customer senses artificial pressure, it may lead to a loss of trust, and thus to a missed business opportunity.
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