01 Feb 2021

Rational vs. Emotional Buying Decisions

It is probably true that most of us would see ourselves as rational people.  When questioned about our reasons for buying we are more likely to come up with rational reasons – but if we are really honest with ourselves, we know intuitively that that isn’t really the whole story.  Alongside the rational reasons customers might tell us will influence their buying decision will almost certainly be some very powerful emotional factors that will strongly influence their decision.

Primary Buying Motives

  • Profit (Price, protection of investment)
  • Convenience (Makes the customer’s work life easier)
  • Prestige (Appeals to the customer’s self-image)
  • Safety (Reduces risks for the customer)
  • Peace of mind (Security, less can go wrong. Professional. Technical support)
  • Pleasure (enhances the state-of-the-art products from your company)
  • Other… Instant response. True 24/7 support. Fast response and deployment time.

What is it about?

These headings pin-point the main customer relevant buying motives mentioned when buying our products and services. We differentiate here between     rational buying motives – those dictated by reason and emotional buying motives – those that appeal to the customers’ emotions.

The buying motive counts.

What is it about?

These headings pin-point the main customer relevant buying motives mentioned when buying our products and services. We differentiate here between     rational buying motives – those dictated by reason and emotional buying motives – those that appeal to the customers’ emotions.

These headings pin-point the main customer relevant buying motives mentioned when buying our products and services. We differentiate here between rational buying motives – those dictated by reason and emotional buying motives – those that appeal to the customers’ emotions.

Rational buying motives

Quality. Functionality. Safety. Comfort. Economic. Variability. Environmental. Support.

Question is; how does your product/service/solution fit?

How you prepare for the talk, your questions and way it`s provided?

Emotional Buying Motives

Peace of mind. Individuality. Design. Innovation. Prestige. Exclusively. Flexibility.

How would you trigger the emotional aspects in a sales process?

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