Have you ever walked into a store and immediately been bombarded by a sales associate offering you things to purchase? Unless you are already invested in the product, this could turn you off from making any purchase at all. Why is that?

Peter Drucker put it best when he said, “The customer rarely buys what the company thinks it's selling." Another way to consider this is that your customers will rarely engage with you exclusively for your product. They will pursue that relationship because of the emotion connected to their customer service experience and association with the product or service.  The reason for this is that people, consumers and business people alike, “buy with their hearts and justify their purchases with their heads.” 

When you’ve put so much time and effort in to your product or service, it can be difficult to not approach customers with, “Do this or buy this and I promise it will fix your problem.” It is important to not just tell people that they should purchase your product or service, but you also need to show them why your product or service is best equipped to solve their problem. How do you achieve that and secure customers for life?

Here are 4 tips to secure the emotion and complete the purchase:

1. Don’t push people.  Consider how you feel when you walk in to a store and interact with someone who is particularly pushy. You, likely, wouldn’t respond well. Don’t treat your customers that way. Get to know them and choose the right moment to encourage the sale (after you’ve gotten them emotionally invested). 
2. Be clear about the problem you are solving and focus your efforts. Let people know what problems you are seeking to solve and how you are attempting to solve them. Clarity for potential customers will help you know who to connect with and focus on because not everyone will need (or be interested in) what you are offering. 
3. Understand who your customers are. It is critical that you do the research and work to understand who your customers are. You need to ensure that you are communicating to the right people with the right message. If you are offering golf club rentals so that individuals don’t have to bring their own clubs on vacation (such as our client, Clubs Anywhere), you need to tailor your communication to golfers and present your solution to that audience specifically.
4. Let customers experience your product or service. One of the easiest ways to create an emotional connection is to put your product or service in your customers’ hands. If you can’t physically do it, get creative and find a way to develop that relationship.