How to Sell More by Understanding Your Clients' Emotional Buying Motives

Many years ago I watched a speaker break down the cost of a college education, being somewhere between $60,000 and $250,000, yet the reality of being hired at around $40,000 a year saddled with student loan debt. He compared that to the wisdom of enrolling in his $35,000 coaching program and upon completion, immediately knowing exactly what to do to double, triple or quadruple the return on your investment.

It was fascinating to observe how well the speaker understood that price is a perception of value, and people's initial reaction shift from shock to desire.

The same is true when we make purchases, whether it's a $200 pair of shoes or a $250,000 house.

While the former may be an emotional purchase based on how the shoes make us feel, the latter is likely an emotional purchase influenced by our desire for status, security, or both.

So how can you use this information to sell more?

By understanding your clients' emotional buying motives, you can appeal to their feelings and emotions in your marketing and sales materials.

For example, if you're selling a luxury item like a car or piece of jewelry, you can focus on the status and prestige that comes with owning it. if you're selling an elite mastermind program, luxury retreat or premium coaching program, you can focus on the transformation your clients will experience.

On the other hand, if you're selling a more practical item like a vacuum cleaner, you can focus on the security and peace of mind that comes with knowing your home is clean. If you're selling a self study course or DIY experience, you can focus on the feelings of empowerment and accomplishment your clients will feel when they finish it.

The key is to understand what's driving your ideal clients' purchase decisions and then craft your marketing and sales messages accordingly. When you do, you'll be able to sell more without discounting your prices or compromising on your product or service quality.

Would you like to experience this for yourself? Start by answering these questions:

1. Describe your ideal client. (Include demographic and psychographic information.)

2. What is the ideal client’s preferred learning style? (visual, auditory, kinesthetic)

3. What is the ideal client’s buying personality type? (spontaneous, thoughtful, skeptical)

4. What does your ideal client desire? (Think about her Tolerations and Desires - emotionally, mentally, physically, spiritually, financially.)

5. What people, places, situations has your ideal client been tolerating? (feeling unseen, unheard, misunderstood, alone, abused, afraid, unsafe, unlovable, etc.)

6. What does your ideal client secretly yearn for but is afraid to admit? Think about her unspoken desires for food, drugs, sex, money, power, revenge, etc.

7. What is your Ideal client’s internal struggle? (even if she’s not entirely aware of it)? (i.e. toxic stories - inadequacy, perfectionism, not fitting in, rejection, lack of freedom, desires to live life on her terms, desires freedom to create, lead etc.)

8. In what ways is the ideal client disconnected? from her emotional body? Physical body? Relationship with family, friends, spouses, lovers, children, etc.? Relationship with money? Feelings of sovereignty?

9. What situation does the ideal client consider as a “rupture”? (abortion, miscarriage, cancer, divorce, bankruptcy, foreclosure, death of child/spouse/parent, being disowned by church/family, nervous breakdown, etc.)

10. What does your Ideal client actually need, which she may not realize? (better communication skills, a sense of belonging, etc.)

11. How does your Ideal client deal with stress? What is her coping mechanism

12. Based upon the URGENT problem that you solve :

• Which of the following revenue models (publishing centric, coaching/consulting centric, continuity/subscription centric, community centric, speaking/training centric, travel centric, media centric) interests YOUR IDEAL CLIENT the most/least? Why?

• How does the ideal client prefer your solution to be packaged? (online, offline, digital, physical, done for you, done with you, done by you, etc.)

Knowing your Ideal Client's answers to these questions will give you a much better understanding of how to sell to her.

One of the most important things to understand about emotional buying motives is that they are often subconscious. This means that people may not even be aware of the emotional factors that are influencing their purchasing decisions. However, as a savvy salesperson, you can use this information to your advantage. By understanding which emotions drive your clients' purchasing decisions, you can more effectively appeal to them and close more sales.

So what are some of the most common emotional buying motives? One of the most powerful emotions when it comes to purchasing decisions is fear. Fear of missing out (FOMO), fear of making the wrong decision, and fear of losing money are all common fears that can influence someone's decision to buy something. Other common emotions include desires for happiness, satisfaction, and approval.

Interestingly, research has shown that positive emotions are often more powerful motivators than negative ones. This means that you should focus on appealing to your clients' desires rather than their fears. However, this doesn't mean that you should completely ignore negative emotions - after all, they can still be effective in certain situations. For example, if your client is worried about making the wrong decision, you can assuage their concerns by providing a money-back guarantee or offering free returns.

When it comes to pricing, perception is everything. How much someone is willing to pay for something is directly related to their personal relationship with money. Some people are more price-sensitive than others, and will only make purchases if they feel like they are getting a good deal. On the other hand, some people are willing to pay more for something if they perceive it to be of higher quality. As a salesperson, it's important to understand your client's personal relationship with money so that you can price your products or services accordingly.

So there you have it - a brief overview of emotional buying motives and how you can use them to sell more. Remember, understanding your clients' emotions is key to closing more sales. So take some time to think about the different emotions that drive your clients' purchasing decisions, and use that information to your advantage!

If you'd like help fine tuning your messaging so that it resonates with your ideal clients on an emotional level and gets them to take action, I invite you to schedule a complimentary 20 minute consultation with me. Click here to book a time that works for you. I look forward to speaking with you soon!

Would love to hear your thoughts on this topic in the comments below! :)