The Secrets that Drive Us: How 85% of Our Buying Decisions are Made on an Unconscious Level

The buying process is more complex than ever before. Consumers are bombarded with information from a variety of sources and in many different formats. In addition, buyers and product manufacturers are dealing with an increasingly fragmented market where the competition is coming from unexpected places. The result is that marketing, sales, and advertising strategies must be revised to take into account these new challenges. Understanding exactly what your customers want and how they make those decisions will help you develop a more successful strategy. What drives their decisions may surprise you!

85% of Buying Decisions Are Made on an Unconscious Level?

Research shows that the majority of buying decisions are made by the unconscious mind. In fact, only around 15% of all buying decisions are conscious choices. This means decisions are being made even before we know it. The conscious mind can be controlled or influenced by factors such as hours of sleep, diet, or exercise. The unconscious mind is driven by feelings, emotions and gut instincts that we are not even aware of. It is estimated that over 85% of our decision-making is driven by the unconscious mind. This means that how you present your product, the words used in your marketing, and even the colors your business uses, are all unconsciously influencing the buying process.

"Businesses spend billions annually focusing on the 15%, rather than understanding and learning how to address the 85%."

The Need to Be Authentic in Your Messaging

The conscious and the unconscious minds work in harmony. The unconscious is responsible for processing the vast majority of our daily activities, such as breathing, heartbeat, and even walking. The conscious mind, on the other hand, is only responsible for processing about 10% of our daily activities. The conscious mind is the part of the brain that we use for making rational decisions. It is the part of the brain that we think of when we say the word “I.” The conscious mind is logical. We are far more likely to make a decision based on feelings than on facts. Studies have shown that feelings are responsible for driving over 85-90% of our actions. When we make purchasing decisions, we are far more likely to do so based on feelings or emotions rather than facts. This means that you have to have a strong emotional connection with your customers. You have to make them believe that your product or service is right for them on an emotional level. You have to make them feel that you and your company are trustworthy and authentic.

Discovering the Real Reasons People Buy

To truly understand the buying process, you must first uncover the real reasons people buy. While it is true that some consumers buy out of necessity, most people do not buy products and services based solely on need. Instead, people buy because they want to solve a problem. They buy to solve a problem or desire that they have been experiencing. They might want to feel more confident, look more attractive, or have more energy. They might want to save time or make more money. Knowing the real reasons behind buying behavior will help you create a marketing strategy that resonates with your customers. This will help you make a connection that is real and powerful. Customers must believe that your product or service will solve their problems and meet their needs. People are unlikely to buy something they do not need. If you try to sell a product or service that customers do not actually have a problem with, they won't buy it. Customers only buy when they have a need that they want to solve. They may have a problem that they want to fix or an issue that they want to solve.

A Few Key Tactics to Match Buyer Behavior

If you want to increase the likelihood of making a purchase, you need to make the buying process as easy and friction-less as possible. Consumers are looking for a quick and easy solution to the problems that they have. They do not want to have to jump through hoops to make a purchase. They don't want to navigate your siloed organization to find what they want. They want to know that your product or service can meet their needs and solve their problems. When people are looking to buy, they are not interested in reading a long sales pitch or detailed product description. They want to quickly review a product, learn about its features, match those against their check-list in their heads and then make the purchase. If a potential customer has to work too hard to find the information they need, they will lose interest and move on.

Some more tactics to take into consideration. First, make sure that your website is easy to navigate and there is a way to communicate with your potential buyers. Second, provide clear and concise information about your products. Third, be aware of your buyer's emotions and motivations and look for reasons to talk to your customers. Fourth, make it easy for buyers to buy from you. Fifth, keep track of feedback from buyers to improve your business. Sixth, create escalation procedures for the things that hit the fan. Seventh, look at each customer as a lifelong customer and friend of your business's family and treat them as such. That is a true customer experience.

Conclusion

The buying process has become more complex due to a variety of factors. Consumers are bombarded with information from a variety of sources and in many different formats. Buyers and product manufacturers are also dealing with an increasingly fragmented market where the competition is coming from unexpected places. Understanding exactly what your customers want and how they make those decisions will help you develop a more successful strategy. When you understand what drives your customers’ decisions, you can make your product or service more appealing. You can also make the buying process easier and more enjoyable by matching your customers’ expectations.