Purchasing Decision Psychology - Who's Running the Show?

There is SO much going on when we are considering a purchase. The more expensive the item, the more complex it gets.

In a nutshell, we make purchasing decisions based on emotion and back it up with logic.

The psychology behind money decisions is very complex and affects marketing, conversion, and buyer remorse. Successful entrepreneurs usually get some part of the cycle right and are weak in other areas.

Getting the ego out of the way is a good first move.

The ego wants us to look good and be perceived as being smart. Things that satisfy the ego?

Statistics, client success stories, case studies.

The ego says, "Ooo, look at you being so smart. That is a strong statistic! Other people have had success with this service/provider."

Once you remove the ego from the equation, establishing safety is important. Our past experiences play a huge role, and for everyone, the mix is different.

If fight, flight, or freeze are not activated, the Amygdala will allow things to proceed.

What you want to activate here is excitement or desire. Many ways to do this in visuals and conversation.

Cognitive Dissonance is something you want to avoid at all costs. The brain naturally seeks consistency, so this mental conflict creates tension.

If your messaging, images, conversations, logo, colors, etc., are not a smooth, coordinated, consistent, harmonious presentation - disaster results.

Our brains shut down. Something is WRONG. No purchase will happen.

This happens frequently if you get a new website but haven't changed your business card, messaging, or LinkedIn Profile.

Inconsistency KILLS a sale.

As human beings, we also have a strong desire to be a part of something bigger than ourselves. Belonging greases the wheels.

The Hippocampus calls forth all your past experiences with a specific situation and will also say yes, or no to a purchase.

The whole money part of it is another whole range of psychological and emotional factors.

Your subconscious, your bratty or needy inner child, your ego, your past experiences, conflict aversion, the list goes on and on. So many parts of the brain are involved in every purchase.

If you think about your own behavior, it gives great insight into the behavior of your prospective clients.

Good Marketing and Sales take all these factors into consideration.

Each target audience brings their own reasoning to the table. So, segmenting and personalization are still great ideas.

At the end of the day, the things that work are Clarity and Simplicity.

Is everything you say client-focused or is it about you?

Are you talking about benefits or features?

Everything I do with my clients on LinkedIn has psychology behind it.

It's a noisy, overwhelming, competitive market out there.

What are you doing to give your brand the edge over your competitors?

Until next time...?

Angela

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Angela calls herself The “Accidental Entrepreneur,” having moved to the San Francisco Bay Area with her shiny new MBA and dreams of being a CMO. Instead, she started her own business. Angela shares her expertise in Business Development, Professional Branding, Visibility & Optimization on LinkedIn. Without a website, she built her entire vibrant business using free LinkedIn! She is a former Rock Climbing Guide and lives in Marin, where the hiking and the weather are fabulous. Being from Wisconsin, she is a diehard Packer Fan and shareholder. ???? Ask Angela about the new Group she is building for ProVisors in San Rafael.