Sales training: How do emotions influence your buying decisions?

Reading time 4 minutes
Sales training: How do emotions influence your buying decisions?

Think back to your last purchase. When was the last time you were a customer and made a conscious decision for a product? Can you remember what was the deciding factor for you? Maybe it was the price, the brand, your time or the experience? Or maybe your work colleague turned you on to a product? Was it a great offer that enticed you to buy a product? Or was it more of a feeling? In this article, we want to bring you closer to the topic of sales training - and how your emotions influence your buying decision.

After all, sometimes you just make buying decisions based on your gut. Then you stand in front of a shelf and your feeling determines whether you decide for or against a product. Rational consideration remains in the background. Why this is so, we want to find out in this article.

The customer is king!

What happens before and during a purchase decision? Especially in the sales area you should deal with this topic. After all, you want to encourage your customers to make a purchase and that only works if you know what it looks like inside. The main focus in sales is on the wishes of your customers. Your customer is constantly asking himself why he should buy from you. What happens in your customer's brain that makes him choose your product? What can you do in sales to give your customers a positive sales experience? And how much do their decisions depend on emotions?

Sales training: The feeling always resonates

You buy a product because it offers you value. How much the product is worth to you depends on your experience. But let's start from the beginning: Before you make a decision, your brain releases the entire repertoire of experiences you've accumulated over your lifetime. And that's quite a lot. After all, you're gathering experience in order to make evaluations.

These experiences then transform your experiential values, which you can access in the event of a purchase decision. So your brain first looks for experiences to weigh the risks of the purchase. And your brain also likes to run in energy-saving mode sometimes. If you can't remember, at least you have a gut feeling to fall back on. Your gut feeling!

A purchase decision is an evaluation

Exactly this feeling forms the basis for your purchase decision. Thus, your purchase decision is always also an evaluation, which is composed of your experience values. But that doesn't mean that you can generally only access your own experiences. Just think about internet reviews on online portals. There you can Purchase decision depending on the reviews and experiences of other benefits meet and orient yourself to them.

Birgit Hoymann, successful sales trainer, shows with the help of the 4 roads to the purchase decisionhow you can follow your customer's journey from emotion to purchase decision.

Sales training: The 4 roads to the buying decision

  1. Positive experience - Positive purchase decision

The ideal case. Your customer has had a positive experience with you and your business, a positive feeling has been evoked and that leads to a positive buying decision. Good experiences trigger good emotions and the customer says, "Yes, I'm buying."

2. negative experiences - negative purchase decision

If your customer has had a negative experience and stored up negative feelings, a negative buying decision will follow. "I don't want to experience that again." has become firmly anchored in his consciousness. If this is the case, you should resolve the matter as soon as possible. Otherwise, it will always backfire on you.

3. too foreign? - Negative purchase decision

If no information about a product or service is stored in your conscious or unconscious mind, or the experience is too foreign, the brain sounds the alarm. Your customer will have no experience to fall back on and this quickly leads to a negative purchase decision. Professionals, for example, always have a harder time because they speak a foreign language to the customer. This has to be taken into account.

4. neither positive nor negative - negative purchase decision

The fourth street also does not promise a shopping experience for the customer. It is the N - Street. The N stands for neutral and is neither positive nor negative.

Here's an example: Your customer enters a shop with a unique Purchase intention. His wishes are clearly defined and he has thought long and hard about what he actually needs. However, the salesperson does not address the individual wishes, but reels off a contrary sales offer. The customer receives information, but can do nothing with it. It is not relevant. This also does not lead to a positive purchase decision.

Purchase decisions are predominantly made emotionally

If something is too foreign, too negatively charged, too useless, or not relevant, it is difficult to sell. Because buying decisions are predominantly made emotionally. So if you can't sell, go the Buying process Step by step through and analyze on which road your sale failed.If you stay on the green road, nothing will stand in your way and success in sales! Have fun with it.

You want to delve deeper Sales training or you can get a Sales training imagine? Then take a look at Greator Business. There you learn from the top experts of Germany everything about the topics Distribution, Positioning, online marketing and everything you need to be in your Business to take off.

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