Buying Is An Emotional Decision

Buying is an emotional decision. People buy emotionally and then justify their decision intellectually. For proof of this look at the advertising business. Michelin Tire Company became the number one tire company in the world when they put that baby in the tire. People who buy Michelins are not buying four-ply vulcanized rubber. They are buying trust, safety and security, all of which are emotions. Those are some of the same emotions people rely on when they buy anything.

Here are some statistics for you. All studies of human motivation conclude that people buy from people they trust and respect. As much as 50 to 80 percent of the reason people buy anything has to do with trust and respect. When people buy your product, chances are that they don’t fully comprehend the technical aspects of what you sell. What they do understand is that they feel comfortable, trust and respect the person they are talking with. The greatest skill any sales professional can develop is the ability to connect or bond with the prospect emotionally.

4 replies
  1. Amal Blaine
    Amal Blaine says:

    I definitely agree, I sale auto warranties. And it’s a one-time cold call close. There’s not a lot of time for person on the other end of the phone to think, that’s why the biggest tool we have is 100 percent money back guarantee with-in 30 days. But I want to become the best in my company. I’m in the top 5 but I want to be number one! and I know I will. Buy learning more about these emotional buying concepts.

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Trackbacks & Pingbacks

  1. […] Steve Clark tells us on New School Selling that “All studies of human motivation conclude that people buy from people they trust and […]

  2. […] ettertanke. Anbefales ikke til bruk i Call To Action da den appellerer til passivitet. De fleste kjøp er forbundet med følelser. Det finnes jo andre “actions” enn kjøp, men følelser er involvert i de fleste […]

  3. […] Sometimes the decisions we make, the decisions management makes, or the decisions our family members make just don’t seem to make sense. Steve Clark notes in his blog New School Sellingwhat we have known for many years, “Buying is an emotional decision. People buy emotionally and then justify their decision intellectually.” The same can be said for nearly every other decision. […]

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