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Young & Shand is a Digital Marketing Agency based in Auckland, New Zealand. Founded by Ben Young & Duncan Shand we create and deliver remarkable marketing campaigns. With a word of mouth focus, we digitally leverage your marketing strategy to deliver customer engagement and business growth. Everything starts with a story so read ours.
Emotional Purchasing Wins!
March 25, 2010 by Ben Young
All purchases are emotional but the rationale behind it can dictate which way it swings the most.
In selling to small businesses where the owners are the operators – they tend towards emotional purchasing. Boosting their ego, enhancing their image, doing something cool. In fact there is an element of this in every decision.
Larger business can be so segmented that it’s completely rational. Is this the guaranteed safe option. Will this keep my butt covered. It’s rational purchasing.
What you need to do is to remember in your pitch, your sales, your marketing copy – what are you doing to play to either side? Are you boosting their ego? Are you ensuring that they look good when they request budget from the board?
If you can make the switch, it will dramatically change how you do business.
Once you realise the difference, you’ll be vastly better at understanding your market but also how you should sell to them.
Excerpts from bwagy blog.
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Ben Young
Ben is the Marketing Director at Young & Shand.
Phone: 09 308 6214 Email: ben.young@youngshand.com
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