Pinpoint Feelings in Imagining of Benefits

Having shoppers imagine the benefits of using your product or service substantially increases the potential for making a sale. Researchers at New Mexico State University, Arizona State University, and Claremont Graduate School described to neighborhood residents features of a newly available cable TV service. Then about half the residents were asked to imagine themselves using the features. The remaining residents were not asked to imagine usage.
     Some weeks later, sales representatives from the cable company solicited the neighborhood’s residents for orders. Of those who had only heard about the features, about 20% chose to subscribe. Of those who had been asked to imagine using the features, almost 50% chose to subscribe.
     Building on findings like these, researchers at National University of Singapore and Chinese University of Hong Kong discovered that a crucial element in the imagining is having the shopper tune into their personal emotions rather than staying just with their beliefs about what will happen when they use the product.
     Here are some tips:

• Having mirrors in the shopping area helps pinpoint personal feelings for a consumer. One reason is that mirrors cause us to pause and look. Another reason is that the reflection in the mirror helps a person sense the emotions they’re experiencing.
• Since mirrors aren’t everywhere, the Singapore/Hong Kong researchers suggest using self-focused words like “I” and “my” in ads and signage. Other researchers recommend that if signage shows pictures of people using the merchandise or service, you include some people who resemble your target audience in age, ethnicity, likely physical possessions, and so on. This makes the imagining easier than when there is no plausible match.
• Give the shopper the minimum amount of technical information necessary to set up the imagining. Then be ready to provide more details if the shopper asks. The power of imagining is greater when a person fills in their own blanks.
• Use vivid language designed to stimulate the senses: “As you enter your room, you’ll be tempted to take off your shoes immediately so your feet can sink into the plush carpeting.”
• Allowing the shopper to handle a product, hear sounds associated with circumstances in which the product would be used, and smell any fragrances associated with use of the product or service will all facilitate imagination that can be focused on feelings.
• Separate requests to imagine from requests to analyze product features.

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more:
Ask Shoppers to Imagine Usage Benefits
Help Shoppers Use Their Imagination