Selling To The Emotional Buyer
May 09, 2022
Do you provide service to an emotional buyer?
I am continually surprised when I meet vendors or a new venue and they communicate to me that they don't care what the client wants. They say, this is what I offer and if they don't like it, that's their problem. I really want to say, no that's your problem. Mainly because they just told me they are having trouble getting sales. Do you want to sell your product or service or do you just want to do what you want to do and hope someone will buy it from you? That philosophy only really applies to the Art world and honestly, why do you think the term "Starving Artists" came from? Do you want to run a business or be an artist?
If you want to run a business, you actually need to focus on the opposite philosophy, what do people need and can I provide it for them to the point that they would pay for it?
With this in mind, you are most likely selling your service to an emotional buyer. You need to take the time to find out, what they are most concerned about, not assume, ask. Once you know what concerns them the most, you can determine whether or not you are able to help them with that concern.
Part of our appointment questionnaire asks the client what are their biggest concerns. The answer to that questions helps me know what my talking points should be during our meeting and the sales presentation.
If they are concerned about the budget I can talk about how I can help with discounts and negotiations. If they are concerned about finding vendors or family issues, I can tell them how I have helped other clients with the same issues.
Often what they want to know is that when problems come up you can help them through them.
If it isn't something you can help with, it is important to let them know that it isn't part of your service or suggest Wedding State University for couples as it has assistance for almost any type of problem they could be dealing with.
Remember that the program offers a planning workbook, QuickTIps, 911 help, and a Toolbox as well. There is help for budgeting, Vendor issues, family concerns, problems that could arise with the bridal party and in all of these issues, there is step-by-step assistance to avoid or lessen the problems before they ever arise.
Many of our Certified Day of Coordinators who have a monthly membership to the couples program offer their guidance using the couples program. If you don't already have a membership to our couples program, try it out for a month and see if you can utilize the program information for your couples as well.
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