How Businesses Are Just Like Consumers (And How You Can Leverage It)
While business professionals are renowned for being rational and data-driven, they can be dazzled by various marketing features. Businessmen, just like the rest of us, can be affected by captivating ads and psychological factors. Here are 3 ways you can use to sway business professionals.
You can motivate your prospects to with you by showing a desirable outcomeMotivation is created when a person wants to pursue a goal. For instance, a person who buys a sports product is motivated to improve his abilities and performance. This is why global brands such as Victoria Secret use beautiful models to implicitly encourage their consumers to buy their beauty items. This approach can also be used in the business field. By illustrating the potential growth of your client’s company, you can provoke his interest in purchasing your management software or social media analytics tool. You can showcase how by using product, your client can growth his revenue by 6% in 8 months. This desirable result can induce your client to attempt your product or service.
Eliminate your client’s mental conflictsGenerally, a person can fact either one of the two conflicts when making a decision: approach-approach conflict or approach-avoidance conflict. An approach-approach conflict arises when a person has to choose between 2 desirable outcomes. An example would be if a person wants to buy a slice of pizza and a hotdog at the same time but only has the money for one. Approach-avoidance conflict appears when a person wants to do something but avoid it at the same time. An example would be if a person wants to eat ice-cream but doesn’t want to eat it the same time because of the potential weight gain. These conflicts can also occur in business settings. A company can encounter an approach-approach conflict when it has to decide between two agencies they want to work with but only has the budget for one. Moreover, businesses can face an approach-avoidance conflict when they want to work with a particular agency but doesn’t want to spend that much money on them. In both cases, the agency has to highlight their benefits to reduce the conflict and make the decision apparent.
Take advantage of mood congruencyMood congruency refers to the idea that a customer’s judgments correspond to his or her current mood. For instance, if a customer feels happy, he’ll likely develop a positive view towards the products or services. Hence, it’s imperative for you to ensure your meeting room creates a positive vibe, background music is soothing, staffs are friendly, or all of the both. This will heighten your chance of closing a major deal with your client.
While business professionals are reputable for making rational decisions, there are times when advertising elements can sway their decisions. By understanding the different factors that can affect a client’s decision, you can leverage them to your advantage and encourage your clients to become interested in doing business with you.