Hammer and Grind Podcast EP10

Emotions Behind The Buying Decision

There is so much more behind the person buying from a contractor than just fulfilling a need.

Pain and Pleasure is a real testimony and the fundamental foundation of the emotions behind the buying decision. Most of the time people are making decisions to either avoid pain or gain pleasure.

Most contractors go from craftsman to business person and along the journey, somehow, someway, figure out how to sell their services without getting any schooling, training or coaching on sales. So unless the contractor has a naturally High Emotional Intelligence, they overlook the emotions that prospects have at the time of decisions.

Finding genuine, authentic connections with your prospects during a sales meeting can connect you emotionally with your clients. Things like the affinity for the same sports team or hobbies, etc. This can also happen over the phone.

Finding connections and building rapport is like having a SUPERPOWER. A tactical power move during a sales meeting is to “Love Their Property”. An example would be, “Wow, you have a wonderful property, you must be so proud.” Being authentic is paramount. Don’t use these superpowers to be a shady contractor.

Tapping into the emotions of your prospect in person is a whole lot easier than on the phone, but believe it or not, with some coaching, practice, and role-playing, you can tap into this superpower over the phone on a sales call!

Understanding “How” people buy and the reasons “Why” people buy can have a massive impact! Once you understand the reasons and emotions behind the buyer’s motivation, you are literally deeper in the pocket of the decision-maker than 95% of all contractors.

Look for EMOTIONAL CLUES and Keywords. Pick up on words like embarrassed, excited, special, feelings, upset, mad, desperate, desire, need, want, funeral, fun, laughing, inheritance, loss, memory, family loss, in memory of, collectibles, traveling, and many many more!

Brad discusses some Critical Criteria To The Buying Decision. He says “people make decisions based on their emotions and then they use logic to justify their decision”. This is the reason some people have “Buyer’s Remorse” after they buy something expensive!

Contrary to what most contractors believe, money is more often than not, not the most important element in the buying decision. Frequently, budget comes in at number three on the list of reasons why people buy.

Clients want to know the contractor understands their needs and if the contractor is even capable of delivering what they want. Clients want to trust the contractor and then money will fall in line. Buying decisions don’t always fall in this order, but these are the criteria that line up more than contractors realize.

Hammer & Grind Profit Club – Link for more information

www.hammerandgrind.com/theprofitclub

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