The Two Psychological Needs Of Your Buyers

- April 14, 2016 3 MIN READ

One of the most commonly referred to buying behaviours in the modern sales landscape is the idea that people will typically make purchasing decisions emotionally, and then justify those decisions with logic. The truth of the matter is that without enough logic in the mind of the buyer at the time of the purchase it is likely they will buy in the moment but then experience a form of buyer’s remorse or return their purchase.

On the other hand, without enough emotion present in the buyer’s mind it is unlikely they’ll have enough drive in the engine to actually desire the sale in the first place. And that’s been a consumer psychology truth for decades now, but it doesn’t necessarily end there.

The sufficient emotional and logical processes of our buyers are more critical than ever in creating a great buying decision – especially in a world where they can quite rapidly make a decision to go with any other sales professional at the click of a button or the scroll of a thumb. So it’s not going to be enough to simply know that ‘they buy emotionally and justify logically’.

It’s going to require knowing how to actually detect when a buyer is processing information both emotionally and logically, and proceeding to satisfy the part of their brain that is evidently being ignored at that moment in time.

How do we know when they’re going emotional?

When we imagine someone being emotional we typically imagine the outward expression of emotion in the form of laughter, crying, anguish, jealousy… the list goes on. And although this is one form of showing emotion, quite often it is much more subtle than that. Speaking emotionally most often occurs when our buyer begins talking about themselves – their experiences, their perspectives, their internal and self-generated ideas.

They’ll use words like ‘I’, ‘we’ and ‘myself’ in order to frame the conversation in a way that best described their depiction of how our product or service will most impact them. By asking questions in a way that requires your buyer to respond in a manner that impacts them personally, you will be ticking the ‘emotional box’ in their mind with precision and class.

How do we know when they’re going logical?

Speaking logically is distinctly different from speaking emotionally and is therefore quite simple to detect as a result. We know our buyer is accessing the logical part of their mind when they begin describing anything external to them. They’ll begin describing ‘how the numbers are adding up’, ‘what the team is working on at the moment’ or ‘where they want the situation to be in 3 months time.’

Anything that they could potentially reach out and grab with their hand is included here. Data, analytics, time-based conversations and numbers are all indicative of a highly logical thinker’s experience of the world and by asking them questions that refer to external indicators of a successful decision with us we will fulfill the logical requirements of their mind with ease.

So how do we bring it all together?

Successfully fulfilling the logical and emotional requirements of our buyer’s mind requires careful listening and artful questioning to ensure they are experiencing as much of the relevant information as possible in order to make a great buying decision. The quality of the conversation that you’ll be aiming to achieve therefore is a suitable combination or mix that satisfies both sides of your buyer’s brain. A mix of talking about themselves and talking about what’s going on around them. A mix of talking about how they’re feeling and what the numbers are saying. A mix of talking about from a personal perspective and the perspective of others.

It is only then that the logical and emotional swing will be at full effect in your sales game and your buyers will be walking away feeling taken care of – both in the purchase of your service as well as the decision-making requirements that support it from a human behavioural perspective.

Darcy J Smyth is the creator and lead trainer of the Tonal Persuasion Method for Sales – a methodology designed to help you close sales without having to revert back to the Hard Sell that turns so many away in the modern business landscape – and become a persuasion master instead.

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