The Prospect Buyer Decision Making Process: Logical Or Emotional?

You?ve seen the debate: is the buyer decision making process driven by logic or emotion?

Clients in our Weekly Brainstorming And Accountability Coaching Program forward me product-launch e-mails they receive from the gurus promoting products, services, and softwares, asking me some version of ?do we need to buy this??

In most cases, by the time they come to me with it, the client is emotionally prepared to pull out their credit card right now.? They?re counting on me to look dispassionately at the cold, hard facts and either make or break the ?business case? for either taking advantage of that offer or letting it pass by.

Without me as a sounding board, these super-smart entrepreneurs who consider themselves immune to bright shiny objects would spend a lot of money on things they don?t need.

You?d think they?d ?know better?.? They do.? That?s the whole point??

People Buy For Emotional Reasons, THEN
Justify Their Buying Decision With Logic

Here?s the process I follow in these interactions with my clients:

First, I review the offer with skepticism and look for reasons to tell my client not to make the purchase. I identify the ?negatives.?

Second, I go back to the client?s goals for growing their business, increasing website conversions, and getting more customers.

Third, I determine if any of the negatives are ?deal breakers? that would get in the way of these goals or needlessly divert focus.? If there are any, I identify them specifically and decide if these are ?show stoppers? or ?points to ponder?.

Fourth, I go back to the offer and determine specific ways it will benefit the client?s stated development goals. I identify the specifics.

Fifth, I put the positives and the negatives on a scale to determine overall, should the client take up on this offer.

Sixth, I give the client my recommendation.? My response is usually one word (?yes? or ?no?).

You may be thinking, that look sounds sort of arbitrary from the client?s point of view, right?? It is. On purpose, because?

The Client Counts On Me To Be Arbitrary, And
I Count On The Client To Push Back

The client is ready to buy for one (or more) of the following reasons:

• The offer comes from an expert they follow, who has earned my client?s know, like, and trust enough to make them ready to buy
• The e-mail I?m being forwarded is usually part of a product launch sequence with emotional triggers, scarcity-creation factors, and other techniques designed to make my client feel they?ll miss out
• Plus they?re being told that ?taking massive action, here and now? is the life-changing difference between ?playing big? and ?thinking small?
• When the offer is made correctly, they feel if they skip the offer, they?ll regret it both sooner and later
• Their natural inclination is to ?not miss out?.

So, they?ll whip out the credit card and buy the product, service, or program, based on this emotional triggering.

THEN they get logical and spend a few minutes saying to themselves, ?Oh cool, now I have this, so next month I?ll implement this, as soon as I finish ____________.? This is just what we need to _______________.?

But then, next month becomes ?give it another two weeks,? followed by ?we?re really swamped right now but after the holidays we?ll move forward?, which later turns to ?you know, a while ago I bought this but we never used it, I don?t want to end up having wasted the money.?

Here Comes The Pushback
(?Bring It On!?)

The client, subconsciously or otherwise, knows the process I just described will happen the moment they get the promo e-mail.? That?s why they ask my input.? They count on me to help them spend their money for the right reasons.

If I ?arbitrarily? say no, I?m counting on one of the following to happen:

• They re-think it and insert some logic into their decision making process;
• They reply ?Why shouldn?t I??? I?ll then re-reply with my reasons;
• I?m then counting on them to make the business case to me why, despite my reasons, they feel the product, service, or program DOES support their goals, and tell me the reasons why;
• If they do, we then can have a meaningful discussion that leads to the customer making an informed, logical buying decision, whatever they decide.

Now you?re asking ?Adam, why didn?t you just explain your reasons in your initial response? Don?t you believe in helping your clients??

I do.? I AM helping them, more than they see on the surface.? That?s the whole point of this exercise!

Emotionally, The Client WANTS Me To Be Arbitrary
(Even If They ?Logically? Claim Otherwise)

If I don?t make them question my advice, it removes the challenge from me they?re counting on to help them make smart decisions.? I NEED the client to push back.? They NEED me to get them invested in the conversation and come out of it feeling they proved they are running their own business and aren?t just doing whatever their coach tells them to do.

Even if they ultimately agree with me, they need to feel they did so for THEIR reasons.

Without having to push back to me, it?s easy for them to glance at my bullet points, say ?whatever? Super Guru says he made a million dollars last Tuesday while he was scuba-diving?I?m buying it?I?m sure it?s good?, and pull out their credit card.

If I don?t make them argue the point before they buy, later on they?ll come to me with ?Why didn?t you try to stop me? Are you coaching me or what??

Contrast this to: ?I discussed it with my website conversions guy and we thought it through.? I am confident this is a good investment because of _____ and _____?.? Now the client emotionally feels she or he is being logical.

Which sounds better?

Bottom line: understand that the buyer decision making process is driven by emotion, which is then justified by logic AFTER the buying action is taken, and you?ll learn how to leverage coaches to help you make the ?logical? buying decisions you say you make all the time.

Yes, you can.

- ARH

P.S. Now that your eyes are open, you realize how easy it can be to help your prospect buy, IF you know how to ?emotionally? push their ?buy? button and help them find their own solid ?logical? reasons to believe in you.

On Tuesday, September 11, you?ll learn how to influence prospect and customer buying behavior through Applied Neuromarketing.

Claim your FREE access now >>>

Source: http://www.helpmywebsitesell.com/buyer-decision-making-process/

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