Why People Purchase – Customer Psychology of Buying

Selling is an art, but buying is a problem. We are in the age of consumerism, we are spending money on material possessions more than ever. So why is it important that we learn about customer psychology when it comes to buying?

The answer is simple because we don’t want the revenue to fall. Understanding a customer’s perspective will give us insight into becoming more empathetic and then more successful at selling. Often times you might not be the best conversationalist, but saying the right thing at the right time will help you complete the deal. 

Today we will be understanding everything from the lens of the customer. Let’s begin

A Purchase is Often Based In Emotional Impulses 

Our brain has two sides, the left is the one that is logical and analytical and the right that is intuitive and subjective,  People often make the statement that they are one of the two. This is as far from the truth as possible. In actuality, this is a grey area where connections often take place. So, every decision is influenced by both sides. 

We are not robots we need to feel something otherwise we won’t go through with it. So every sell needs to have both the angles attached to them. 

Egos Are An Issue Here As Well 

Purchase decisions that an individual makes for themselves are often selfish and they need to make sure that they gain something when they make a purchase decision. 

You as seller thus need to ensure that you are stroking your buyer’s ego. This will make them a lot more comfortable with the decision to spend their hard-earned money. So, before you even begin the sales pitch think about what your buyer stands to gain from the purchase.

If you manage to answer this question before the buyer even asks it your sale is more or less confirmed. 

Buyer Often Focus Better If they See An Escape Route

When you are selling an object to a buyer, you often need to make a leap of imagination. The kind in which you need to ensure that through your words they can see a future that is much better with what they bought from you. This is not the easiest task to accomplish but it does work wonders. 

There is another thing you can do to achieve the same effect. You can how them how they are suffering. In the same vein, you are even providing them with a solution. 

Humans are known to better respond to pain than the aspirations so if you try to sell an object that solves problems grounded in reality, the conversion becomes better. 

Buyers Always Have Suspicions 

They are bound to have some. It is a natural reaction. Most sales representatives have their own agenda attached (to sell).  This is why you would see that the first thing everyone is taught is the importance of establishing a relationship based on trust and credibility.

This is why you will see a lot more people leaning towards consultative selling. Here the natural suspicion of the buyer wanes because of the trust that is established between the seller and them. 

Elements Like Visuals And Stories Are Important 

The logical side of buyers is constantly looking at the facts and figures and that is why you see the brochures highlights these points.  The more psychological side, however, is always looking for visuals and a good story. 

A picture can convey a lot more than a thousand words, and for sales representatives, this is very very true. That story that they spin needs graphs and charts supporting it, That will help seal the deal. Additionally, one also needs to picture themselves in the buyer’s shoes. Having a couple of testimonials always helps. A couple of case studies can pack a bucketful of emotion, enough to get the point across. 

We Move In Herds 

Human beings have a very big issue. They like to do everything as a pack. It is a herd mentality. People are swayed by what a large number of their peers do. This behavior has now transformed into a big selling tool. Demonstrate that people are loving what you are selling and they will jump ship to be apart of your herd as well. 

Selling tactics are critical if you want to scale up the charts. Buyer psychology will help you create that extra charm around the selling process to give you just enough of an edge to make the sell/ You aren’t selling to emotionless robots. You are asking most people to part ways with their hard-earned money and that you can’t do(at least not successfully) if you don’t understand their emotions and impulses.