Consumer motivation is a strong emotion that businesses have tried to evoke within their customers since time immemorial. From the first carpet seller in Turkey, your old timey blacksmith in Renaissance England to your modern SEO services in Brisbane, they want to keep making their customers buy their products. We all have our choices and preferences – no exceptions. We have different motivations one way or another and business want some of this action.
Purchase is driven by thoughts, feelings, emotions and need to improve one’s life both socially and physiologically. If you are a business person, you know what makes people want to buy is different for everyone, but you also need to see that they generally fall into a few broader categories on their own. This is what business savvy people see. Here’s a few of them.
The goal of life and its amenities is to make sure that living is easy, convenient and satisfactory. If people are unhappy with their current situation, you can expect anyone with enough resources to do something about it. As soon as people notice that there’s something irksome in their life, the consumer will do what they can to alleviate the issue.
This type of consumer motivation is important to take in opportune moments. If your business becomes the one that solves a niggling issue in a customer, expect them to remember you and patronize you. If you feel like there’s too much competition, you would want to reposition your goals and make people realize that there are situations that they are unhappy about and you’re there to solve that.
As people, we typically divide things into what we want and what we need. These may sometimes overlap but consumer wants are strong emotions that give you a “thirst” of quality of living. People may want something because they need it, but a lot of people want something simply because they believe it will improve their quality of living. Capitalize on this.
Give your customers a visual image of their wants – a beautiful idea of what is “right” for them despite all the wrong things in this world. Make it known how they’ll benefit from that want and that it should be a must-have.
Social Pulls and Positive Experiences
When consumers are trying to purchase something, remember that they are not buying the item – they are buying the experience. This may sound preposterous to you but hear me out:
When you go to the restaurant, you go there ordering a ribeye because you know it’s delicious. When you go to other steakhouses, you still check the ribeye because you have associated ribeye with the experience of eating delicious meat. You’re not paying the restaurant to just give you ribeye because you care about the ribeye, but because you care about the delicious experience of eating a ribeye.
This is the same thing when you see other people enjoy an experience: you want to get the same enjoyable satisfaction.
Businesses should always run for excellent customer experience and ask their customers for testimonials, positive opinions and referrals. The thing is that humans are naturally social people. Testimonials and positive reviews play on the natural need of humans to be social and want to experience the same thing. Testimonials give a strong pull; referrals more so.
Expense to Satisfaction Ratio
When it comes to the bottom line, consumer motivation is hindered by the expenses that getting the product will incur them. If you are like me, I like to weigh the pros and cons and see what brands give me the best return for the amount of money I am spending. If I buy a dollar razor but it keeps cutting my skin, I would go for the more expensive option just to make sure I’m satisfied with the product I buy. The same goes with purchases.
If your customer is stuck in the middle thinking if they should buy your product or not, that may be because the satisfaction they will get at the end – value of service, amount of returns does not equate to how much they are willing to spend. You need to make an image of asymmetrical returns – your consumer getting more for the amount that you are asking for. If you can find a way to communicate to them, be it through informational, educational or value-added services, that what you offer is much more and asymmetric to the money they will part with, the will willingly go through your sales funnel.
This is how consumer motivation works.