In our previous news, we focused on the motivations that drive clients to purchase classes of products, but every manufacturer and dealer should ask themselves the question: “Why does the client pick me?”. The easiest way to find an answer is to interview satisfied customers. This can be done by phone or even by e-mail.
The results will show that the main motivations are actually few: one or three at the most. One should take to heart the reasons and the sentences used to express them: they will be the source that will inspire your sales pitches when speaking to new potential clients.
Motivations guiding clients’ choices
What are the emotional triggers that come into play before a purchase? Here is a guide to the motivations that work in the Italian market.
- Distinctiveness: many people are sensitive to what is new and innovative compared to others. They are so gratified by the possession of the novelty, of the distinctive product that they would even pay more than the asking price to have them.
. - Gain: these are clients especially focused on the gain they see in an especially good price or in a special discount, for example. As regards specific goods or services, the gain is found instead in the economic benefits that may ensue after the purchase (e.g.: savings due to lower energy costs).
. - Comfort: the clients who love various comforts usually love surrounding themselves with goods and services that are in tune with their proclivities. They buy only if the offer is presented as something that meets their need for comfort: in this case, it would prove helpful to underline delivery speed, installation speed and cleanliness, etc..
. - Affection: in this case, the basic motivation is the affection or empathy the client may have for a favourite or habitual supplier on the one hand, or, on the other, for a relative or friend. In the latter case, what is important is to satisfy the person the client is attached to, and not so much the possession of that specific asset or service.
. - Safety: this client doesn’t want to risk anything and buys only what will increase his/her personal safety. With this client, one must underline the safety the product can offer, the post-sale assistance service, etc..
. - Ostentation: this is a client that loves to feel important and better than others. They will buy only what will improve their image and will increase their pride. Here it is useful to highlight the acclaimed or special product.
Every client, even if for the same product, can have different motivations for purchasing. Similarly, it may happen that the same client, when faced with different products (internal door and window, for example), may show different motivations. The important thing is to identify them.
Please remember that the needs and desires of a client may be either evident or hidden. In other words, some are declared and expressed openly (or not expressed and conditioned, but anyhow evident and manifest). Other times, a client is not aware of what his/her needs and desires are.
In both situations, you, the seller, must make sure to:
- observe the client and the environment in which he/she receives you and in which you will work;
- ask questions to induce the client to talk more;
- listen to understand also what the client isn’t saying. Warning: be careful about any prejudices you may have, and do not make assessments or interpretations before having listened carefully;
- pitch the product or service, show brochures and references;
- summarise the benefits of the product/service already acknowledged by the client and link them to an action, to a commitment of the client.
