Sunday, November 1, 2009

Know How Much Emotion to Deliver

When doing salesperson-to-shopper selling of products and services which appeal to tastes and fashions, consider delivering emotions. Talk about the joys the purchase will bring and how sorry a shopper will be if they miss this opportunity to buy. You'll do this because, in general, people make more purchases whenever their emotions kick in. The boost works best with positive emotions, but activating consumer emotions we think of as less pleasant—such as fear and anger—can also stimulate purchasing.
     Furthermore, people are more likely to stay highly satisfied about their purchases if they either experienced a burst of joy or a rush of relief at the time of the purchase. In fact, the overall emotion is often more important than the shopper's objective evaluation of the product's features.
     Research at University of British Columbia found that a substantial percentage of consumers said they'd chosen an item because they had the right feelings about it, not because the item came out best in any mental accounting of advantages and disadvantages. In the study, those who let themselves be led by their emotions, compared to those customers who didn't, expressed more satisfaction with their purchase both immediately afterwards and then when the researchers checked back three weeks later. These shoppers would keep their preferences and satisfaction even if they'd been told an article in Consumer Reports would have ranked their selection as less desirable than available alternatives.
     But shoppers are different. Never keep dumping emotions onto a customer who seems to be getting uncomfortable when you try it out. Research at Universidad PĆ¹blica de Navarra in Pamplona, Spain concludes that for certain shoppers in the world, emotion sells, but for others, it's a turnoff. How to tell which is which? Monitor the extent to which your shopper uses emotion words themselves.

No comments:

Post a Comment