Купить–ковер, Тел.8 499 340 75 42-недорого: ковры, ковровые дорожки, ковролин, палас | Интернет-магазин ковров-kover1.ru. Доставка, низкие цены и Скидки - Москва и Вся Россия:
'via Blog this'
Monday, October 14, 2013
Wednesday, October 2, 2013
6 Emotions That Make Customers Buy BY GEOFFREY JAMES Customers make decisions at the gut level. Here's how to use the customer's emotions to your advantage.
416 SHARES | SHARE THIS ARTICLE
Customers make purchasing decisions because they have carefully considered a set of good information, right?
Wrong.
Buying decisions are always the result of a change in the customer's emotional state. While information may help change that emotional state, it's the emotion that's important, not the information.
All buying decisions stem from the interplay of the following six emotions:
1. Greed. "If I make a decision now, I will be rewarded."
2. Fear. "If I don't make a decision now, I'm toast."
3. Altruism. "If I make a decision now, I will help others."
4. Envy. "If I don't make a decision now, my competition will win."
5. Pride. "If I make a decision now, I will look smart."
6. Shame. "If I don't make a decision now, I will look stupid."
Every successful sales approach either creates or augments one or more of these emotional states. When enough of these emotions are present inside the buyer's emotional state, a buying decision becomes inevitable.
Understand Your Customer's Beliefs
However, these changes in emotional state can only be accomplished when the sales approach takes into account the customer's belief system. It is this belief system that determines how each emotion play out.
For example, if a potential buyer sees IBM as her main competition, the "fear" and "envy" emotions will be vivid if the sales approach emphasizes competing with IBM. (In the high-tech world, this is called "waving the blue flag of death.")
By contrast, if the potential buyer is an executive at IBM, she might be more afraid (and also a tiny bit envious) of competition from an unidentified upstart firm with the potential to disrupt a cash cow product.
Similarly, a sales message that "this is a green product that saves the environment" might score high on the "altruism" scale of some crunchy-granola executive in Seattle, but fall dead flat when presented to a decision maker who is politically conservative.
In other words, if you're going to create the emotions that drive decision-making, you need to know not just the audience's current emotional state, but also the beliefs that they're using to evaluate the emotional weight of anything that you might present to them.
And that means research. The more thoroughly you research your audience, the more likely you'll be to understand their current state and the better you'll marshal emotions to change that state.
What You Need to Learn
It is only in this context that information finally comes into play. The emotional change you're seeking in your customer will probably result from the expression of new information and the reframing of old information.
Remember, though, that it is not the information itself that is important, but the emotional effect that the information has on your audience. This is an essential distinction.
For example, suppose you're trying to sell an inventory control system to a high-tech firm. Your research indicates that
the company has been dinged by investors for having high inventories, and
its main competitor has just implemented a "just in time" inventory system.
That's just information. What's really important is the emotional effect that those two facts will have when juxtaposed with one another–based upon the prospect's likely belief system.
Similarly, let's suppose your research also reveals that the prospect's CIO was just replaced and the new CIO was promoted from the ranks. What's important in this case is that the new CIO may lack confidence and is probably be risk-averse.
This handy bit of information helps you focus your sales approach to play upon the new CIO’s likely belief system (i.e., "If I screw up; I'll look stupid and may lose my job").
Customers make purchasing decisions because they have carefully considered a set of good information, right?
Wrong.
Buying decisions are always the result of a change in the customer's emotional state. While information may help change that emotional state, it's the emotion that's important, not the information.
All buying decisions stem from the interplay of the following six emotions:
1. Greed. "If I make a decision now, I will be rewarded."
2. Fear. "If I don't make a decision now, I'm toast."
3. Altruism. "If I make a decision now, I will help others."
4. Envy. "If I don't make a decision now, my competition will win."
5. Pride. "If I make a decision now, I will look smart."
6. Shame. "If I don't make a decision now, I will look stupid."
Every successful sales approach either creates or augments one or more of these emotional states. When enough of these emotions are present inside the buyer's emotional state, a buying decision becomes inevitable.
Understand Your Customer's Beliefs
However, these changes in emotional state can only be accomplished when the sales approach takes into account the customer's belief system. It is this belief system that determines how each emotion play out.
For example, if a potential buyer sees IBM as her main competition, the "fear" and "envy" emotions will be vivid if the sales approach emphasizes competing with IBM. (In the high-tech world, this is called "waving the blue flag of death.")
By contrast, if the potential buyer is an executive at IBM, she might be more afraid (and also a tiny bit envious) of competition from an unidentified upstart firm with the potential to disrupt a cash cow product.
Similarly, a sales message that "this is a green product that saves the environment" might score high on the "altruism" scale of some crunchy-granola executive in Seattle, but fall dead flat when presented to a decision maker who is politically conservative.
In other words, if you're going to create the emotions that drive decision-making, you need to know not just the audience's current emotional state, but also the beliefs that they're using to evaluate the emotional weight of anything that you might present to them.
And that means research. The more thoroughly you research your audience, the more likely you'll be to understand their current state and the better you'll marshal emotions to change that state.
What You Need to Learn
It is only in this context that information finally comes into play. The emotional change you're seeking in your customer will probably result from the expression of new information and the reframing of old information.
Remember, though, that it is not the information itself that is important, but the emotional effect that the information has on your audience. This is an essential distinction.
For example, suppose you're trying to sell an inventory control system to a high-tech firm. Your research indicates that
the company has been dinged by investors for having high inventories, and
its main competitor has just implemented a "just in time" inventory system.
That's just information. What's really important is the emotional effect that those two facts will have when juxtaposed with one another–based upon the prospect's likely belief system.
Similarly, let's suppose your research also reveals that the prospect's CIO was just replaced and the new CIO was promoted from the ranks. What's important in this case is that the new CIO may lack confidence and is probably be risk-averse.
This handy bit of information helps you focus your sales approach to play upon the new CIO’s likely belief system (i.e., "If I screw up; I'll look stupid and may lose my job").
Thursday, September 26, 2013
Online shops, CMS-for Ecommerce Affordable order at IT IVA, almost free
Online shops, WEB Design, Affordable order at IT IVA.
IT IVA laboratory proposes new services that can ensure a marked improvement in a company’s position through promotion strategy; thereby boosting its name and stature.
Contact: Nicolae Cirpala Phone and Email: Tel +79811308385, Web: http://ivacademy.ru
| Web design, online shops, advertising in internet - International Volunteer Academy| Веб-сайты, Разработка интернет магазинов, Продвижение сайтов, Реклама в Яндекс, Google | 가상 자원 봉사자 및 인턴 프로젝트, 파트너, 투자자, 기부금, 보조금 및 청소년 : 찾고
IT IVA laboratory proposes new services that can ensure a marked improvement in a company’s position through promotion strategy; thereby boosting its name and stature.
Contact: Nicolae Cirpala Phone and Email: Tel +79811308385, Web: http://ivacademy.ru
| Web design, online shops, advertising in internet - International Volunteer Academy| Веб-сайты, Разработка интернет магазинов, Продвижение сайтов, Реклама в Яндекс, Google | 가상 자원 봉사자 및 인턴 프로젝트, 파트너, 투자자, 기부금, 보조금 및 청소년 : 찾고
Wednesday, March 20, 2013
Крупнейший ежегодный образовательный медиа форум «3D Журналистика» 4-7 апреля 2013 года В Санкт-Петербурге,
Крупнейший ежегодный образовательный медиа форум
«3D Журналистика»
4-7 апреля 2013 года
В Санкт-Петербурге, на базе коворкинг-центра Зона действия
В 2013 году форум «3D Журналистика» проходит во второй раз.
Основная цель мероприятия - эффективное развитие будущих журналистов.
Современные СМИ – это всегда актуальный поток информации. Как влиться в этот поток и быть на гребне волны? Как найти СВОЁ течение в океане Медиа?
С 4 по 7 апреля крупнейший образовательный медиа форум: «3D Журналистика» от Pencil Group дает тебе реальную возможность пообщаться с настоящими акулами Медиа в интерактивном формате.
Что такое «3D Журналистика» ?
Это 4 дня в самом центре города и более 20 спикеров, многие из которых приедут из Москвы специально для того, чтобы рассказать вам:
- как делать новости, открыть свое издание,
- как вести радиоэфиры и стать известным журналистом,
- в чем тонкости работы редактора и фоторедактора, как устроена жизнь редакции изнутри,
- как фотографу начать снимать для популярных журналов, найти свой стиль и многое другое.
Мы создали площадку, где известные действующие профессионалы медиа делятся опытом с будущими специалистами.
Проект дает возможность узнать об основных тенденциях в журналистике, взглянуть на профессию журналиста с разных точек зрения.
Девиз форума: «Digital. Dynamic. Development».
Digital: Ты узнаешь о последних тенденциях медиасреды от профессионалов-практиков.
Dynamic: За 4 дня станешь одним целым с миром медиа.
Development: Получишь возможность расширить кругозор на 360 градусов, потому что форум задействует спикеров из разных отраслей журналистики: ТВ, радио, пресса, информационные агентства, фотожурналистика, Интернет.
К участию в форуме приглашаются: действующие журналисты, студенты всех курсов, магистранты и аспиранты, обучающиеся по специальностям "Связи с общественностью", "Реклама", "Журналистика", "Маркетинг" в вузах Санкт-Петербурга и другие заинтересованные лица.
Программа мероприятия включает: мастер-классы, семинары известных в России журналистов, конкурсы, экскурсии.
Важно: на протяжении всего форума, «красной нитью» будет прослеживаться специфика современного информационного мира. А именно: digital составляющая — интернет, современные технологии/ инструменты пользования.
В течение форума мы проведем наглядное сравнение традиционных и современных медиа.
Участие в форуме для студентов при наличии флаера со скидкой стоит всего 400 рублей в день или, если вы хотите побывать на лекциях всех спикеров и расширить свой кругозор на 360 градусов - всего 325 рублей. И это за 7 часов ежедневных лекций и мастер-классов, на которых профессионалы поделятся своим многолетним опытом и раскроют секреты работы в медиасфере.
Вы, как PR-специалисты и журналисты создаете картину мира, форум 3D Журналистика дает вам возможность создать себя.
Отшлифуй теорию. Переходи к практике!
Главные организаторы форума: «Pencil Group»
3D Журналистика: 'via Blog this'
Subscribe to:
Posts (Atom)