La venta emocional es la mejor forma de enfocar tu relación en el momento de la compra con un cliente. tenemos que tener en cuenta que el 95% de las decisiones de compra son emocionales. Una emoción en la que el cerebro reptiliano tiene un papel protagonista.
Al realizar una compra, los clientes están condicionados por diferentes aspectos derivados de sus motivaciones individuales.
Estos se pueden clasificar en distintos grupos: moda, interés, comodidad, afecto, seguridad y orgullo. Dichas palabras componen la mnemotécnica “MICASO”.
- Moda
Viene dada por la necesidad de cambiar hacia algo nuevo, por el deseo de renovación o por disponer de un artículo que disponga de los últimos adelantos (algo que esté “de moda”).
- Interés
Su relación con una motivación de compra viene condicionada por el beneficio que aporta. En otras palabras: sentimos que ganamos algo cuando lo compramos. economía, ahorro, miedo de perder, deseo de ganar, comprar algo que dure mucho tiempo, etc.
- Comodidad
Es entendida como confort, bienestar, tranquilidad, o con la facilidad en el manejo de un artículo. También por cuestiones de proximidad o no asumir riesgos.
Confort, bienestar, tranquilidad, facilidad en el manejo…
- Afecto
Tenemos en este apartado, a la persona fiel a la marca. Es una de las motivaciones que actúan con más fuerza en la venta. Tiene relación con el capricho y el apego, ya que en algunas ocasiones puede ir en contra de la lógica de la misma compra. La identificación con la marca, con los valores y/o filosofía de la empresa, responden a esta motivación.
Identificación con la marca, con los valores y/o filosofía de la empresa
- Seguridad
Bajo la motivación genérica de seguridad se encuadran otros motivos, como utilidad, instinto de conservación, duración, veracidad y garantía. Con estas características, la realización de compras sujetas a esta motivación viene condicionadas por la firmeza que nos ofrecen la marca, producto o el establecimiento.
Utilidad, instinto de conservación, duración, veracidad, garantía…
- Orgullo
El posicionamiento de estos productos y servicios se encuentra en niveles superiores al resto. Las motivaciones que corresponden son la ostentación, vanidad, prestigio, lujo y la posición, entre otros. Adquirir estos productos o servicios es una forma de destacar, de trasmitir un mensaje. Intentar llegar a la parte más alta de la pirámide de Maslow: la autorrealización.
Ostentación, vanidad, prestigio, altivez, amor propio, envidia, emulación, lujo, posición, etc.
El conocer la motivación nos ayuda a enfocar nuestros argumentos de ventas, centrándonos en las características del producto que más se ajusta al enfoque de compra de nuestro clientes. Con lo que nuestra exposición de ventajas y beneficios están alineados con la palanca de su decisión de compra.
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