What motivates us to buy? This is a good subject for philosophy … or not … ^ _ ^ Whether things are clear, a customer’s buying motivations are conditioned by several things: his personality, his tastes, his social rank, his financial means, etc. .
An example ?
Imagine a seemingly simple object, such as a fountain pen, and try to find a dozen different reasons to buy a fountain pen from brand X rather than brand Y.
There are many motivations that can lead to the choice of your client to buy the fountain pen. The list I give you below will give you an idea:
- The product design (the customer will find it beautiful);
- Handling of the pen (ergonomics);
- The material (gold, silver, wood …);
- The weight ;
- The price ;
- Solidity ;
- The ink refill system;
- The thickness of the feather stroke;
- The diameter ;
- Warranty ;
- The pleasure of writing (the pen slides on the paper);
- The origin of the manufacturing (made in England for example).
In short, the list may be even longer. Each product or service has one or more functions and corresponds to a need, but each customer is pushed by different purchasing motives.
You can find more than a dozen different buying mobiles for a product as simple as a fountain pen! And if I wanted to do a detailed analysis of the reasons that could lead an individual to buy a car, I would easily find a hundred!
I have a car salesman friend who always tells me the same problem: when he meets a customer for the first time, he has trouble at first sight, the latter’s buying motives.
And that’s normal! In fact, to what characteristics will the prospect be most sensitive?
- Design of the model;
- Comfort of armchairs;
- Road holding;
- Mark ;
- Security ;
- Technical qualities of the engine.
In short, several criteria at the same time? Most certainly, but which ones?
Fortunately, it will not be necessary to ask a hundred questions to apprehend the desires of the prospect, because all the characteristics of a product actually fall under 5 major families of desire and buying motivations.
Be careful, here I’m touching on one of the most important themes of the art of selling : understand the motivations that push your customers to buy!
If you are there, it is that you know the importance of words to precisely sell! So, little Latin lesson:?
motivation comes from the Latin verb “Movere” which means ” To set in motion “. Knowing the customer’s motivations therefore means finding out what will set them in motion, in other words what will encourage them to buy.
Believe me, whether you are an entrepreneur, a seller, in short if you have something to sell, know that if you discover the motivation (s) of your client, then you have something invaluable in your hands: c is bar gold?
Because it will allow you to press the right button to push the purchase act. That’s to say if the stakes are high.
Journey to the heart of motivation
Let us stop for a few moments on this subject to understand this trip. I warn you, is it worthy of a subject of philosophy or sociology ?!
What reasons push people after weeks of work, sacrifice, etc. to lighten their bank account to make a purchase?
The decision to buy, whatever it is, is the result of a state of tension that is called: NEED.
Concretely, the more a need arises and develops, the more it generates tensions and frustrations in the individual.
So how do you put that frustration out?
The way to reduce or even completely put an end to this frustration is to acquire the product, in other words buy.
There are a large number of classifications of needs. The primary needs (eating, drinking, sleeping …) being vital, they are of no commercial interest. What interests you and me are the secondary needs!
This motivation should be considered in general: from physical security to that of the mind. Your security client doesn’t want to be in trouble, and hates the idea of risk.
Concretely, it is fear that drives it:
- Fear of failure;
- Fear of risk;
- Fear of the accident;
- Afraid of the unknown ;
- Fear of what to say, etc.
With this type of client, do not talk about stock market placement, cryptocurrencies, adventure vacations, because you would make him very nervous!
On the other hand, talk to him about “zero risk”, NF standards, guarantees, after-sales service, insurance, etc. will please your client a lot!
What he wants is hard evidence, and it’s the need for security, so it’s up to you to vibrate that rope to push him into buying.
Below are some examples of products and services that target “security” customers
- Livret A, life insurance invested in euros;
- The famous Volkwagen Golf;
- Darty and its contract of trust (which only prominently displays in its advertisements its yellow and blue cars symbolizing the quality of its after-sales service).
At first glance, the customer who is motivated by money is the one who would like to earn more, in other words he gives his money to a seller in order to earn more. But things are often less simple, because the “Silver” customer is also driven by a concern for economy.
What interests him is talking about economy, good deals, discounts, low prices, discounts. He is always on the lookout for THE good deal, he is waiting for the sales to act!
Below are some examples of products and services that target “silver” customers:
- GOAL store (“fair price”);
- EasyJet, Ryanair;
- Formula 1 hotels, etc.
Be careful, the motivation “money” is not only synonymous with greed. It also reflects more noble concerns such as that of good management which leads to choosing products and services which are more expensive in appearance, but which will prove more profitable or less costly to use.
The COMFORT motivation
This motivation is the simplest, because it translates the refusal of the effort by certain sides this type of client resembles the “security” client (because by avoiding problems, one avoids efforts). But the “comfort” client will be more sensitive to the notions of:
- Simplicity ;
- Practical aspect ;
- 24 hours a day;
- Flexibility. ;
Below are some examples of products and services that target “comfort” customers:
- Apple (iPhone, even my 2 year old son knows how it works);
- Frozen products and dishes;
- Hairdressers at home;
- Online store (Fnac.com, etc.).
The ORGUEIL motivation
Do you still doubt whether your client likes to send a good image or not? The answer is yes, yes and yes? . When making a purchase, the “pride” customer has only one kind of question in mind: “What will you think of me if I buy this?”
This kind of customer, more than any other, is sensitive to compliments, wants to be recognized and appreciates the sellers who value them. To the “pride” client, we must talk about performance, novelty, rarity, exclusivity, brand image.
Last but not least, this client appreciates the privileges and the marks of recognition which lead him to think that he is someone unique and important.
Below are some examples of products and services that target “pride” customers:
- The American Express card, “be a member with privileges”;
- A Louis Vuitton or Dior bag;
- A Montblanc pen;
- A Cartier or Rolex watch.
The LEISURE motivation
This time, it is the quest for pleasure that drives the leisure client. And clearly, this is where everything will play out for you, this is where you will be able to really differentiate yourself.
Because your client is looking for conviviality with you, he does not want a simple seller-client relationship. He considers that all the products are alike and that the services are equal. This is why he reserves his purchase for the friendliest person or the one who devoted the best listening to him – in other words – with whom he spent the most pleasant moment.
Below are some examples of products and services that target “leisure” customers:
- Swatch watches;
- IPod, etc.
To conclude, discovering the purchasing motivations of your prospects will make you a real expert and show your customers your real desire to help them and solve their problems.
How? ‘Or’ What ?
Quite simply by having a deep listening and by helping you of the “types customers” that I showed you throughout this article, in order to rest perfectly with the needs for your customers.
The idea is that your offer meets their expectations, and that’s good, because this methodology corresponds to it.
BUT beware, I still qualify this article and this way of classifying motivations.
Because of course, when your client decides to sacrifice his money to make a purchase, it is rare that he is stimulated by a single purchase motivation. Most often, there are several motivations that trigger his decision.
However, just like a fruit juice cocktail, one of them dominates the others and they come to their support. It is therefore up to you to determine approximately the hierarchy of these motivations.
Well, this article is coming to an end. Ah yes, last thing. There are no charges for clicks on the share buttons, so get loose?
Thank you !