Decoding Your Value Proposition

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You buy the latest smartphone because you value the feeling of being on the cutting edge of technology. You go on the Caribbean cruise because you value spending time with your family and know you don’t do it enough with your busy work schedule. Some middle-aged men buy sports cars because they value the feeling of being cool and youthful. And some people buy life insurance because they value the feeling the security of knowing their family will be taken care of should something happen to them. It is, in fact, the subjective feelings surrounding our purchases, not the objective ROI, that drive the majority of those decisions.

Bonus Video: Don’t Sell Solutions, Sell Feelings!



In an effort to help decode these buyer actions, researchers ecuador telegram data from consumer intelligence firm Motista found specific “emotional motivators” that provide a critical indicator of customers’ potential affinity for a company. In fact, these emotional motivators, essentially a proxy for value, were more compelling than any other metric in terms of driving key buying sentiments such as brand awareness and customer satisfaction. While hundreds of value-driven emotional motivators were found to drive consumer behavior, the study found ten that drove significant levels of customer value across all of the categories studied.

Like a doctor asking a patient about an ailment, these basic layered questions help us uncover facts. The approach forces us to start off with higher level, general questions then slowly drill down to the specifics. Simple and intuitive.

While this approach can certainly be effective, if you’re asking questions exclusively in this way, you may be missing out on an incredible opportunity to create massive emotional contrast in the mind of your customer! In other words, your layered questions may be thought-provoking but not feeling-provoking.

Research has shown that 95% of our purchasing decisions are emotionally driven. That means that when it comes to sales discovery, asking questions that stir emotional awareness of the problem is critical. If your questions help the customer feel the pain associated with their current state, your chances of motivating to make a purchase will significantly increase.

Science tells us that it’s not just asking the right questions that can produce this reaction. The order of the questions themselves that can have an equally important impact.