Decoding the Purchase: Why We Buy What We Buy

One of the things I routinely do during my work week is to arrive at work at least 15 minutes early to organize my day, review my emails, and browse online for current events. One of my go-to websites is LinkedIn, which I refer to as "Facebook for professionals." I frequently discover articles that assist me in crafting my daily posts.

Today was no exception; I discovered an article by Paul Atherton, a Direct Sales Coach in the UK (2) Paul Atherton | LinkedIn, titled "Why Do We Buy What We Buy?" His insights were spot on. I would like to share the wisdom I gained from his article.

Why do people buy from a particular vendor?

For years, this question has lingered, but the essence of it is rather uncomplicated. It’s not the items that matter, but the emotions they elicit. In essence, customers are motivated to buy based on the feelings associated with their purchases; it fundamentally revolves around emotions.

Reading that led me to reflect deeply, and I realized he was correct. A few months ago, my wife and I decided to buy a house, as we were in search of a home. We examined many options, but none resonated with us. Then, I found the house that we ultimately chose.

The reason was straightforward: I could see my wife and me living there. It has a spacious living room where I envisioned our grandchildren having sleepovers with tents. The large backyard was another scene I pictured, filled with their joyful play. And finally, the large deck brought to mind family cookouts.

My decision to purchase the house was influenced by the emotions it stirred within me.

Renowned motivational speaker Zig Ziglar said it best: "Sales is the transfer of emotion"

What triggers these emotions? How do we "capture" them?

It is clear that feelings are at the forefront of our interactions, so our first task is to understand the emotions involved. As a Brand Ambassador for Pella, my key objective is to display windows and doors in a way that invites customer questions.

Once I have identified their particular issues, I can ask precise questions that will help resolve those problems. In the window sector, this process can often be relatively simple. Let me give you an example:

• Customer- I can feel a draft in the downstairs when I walk by my living room windows (PAIN STATEMENT)
• Me: How old are they?
• Customer: About 20 years.
• Me: What kind of windows are they? Wood, vinyl or Fiberglass?
• Customer: They're wood windows.
• Me: Do they have an aluminum cladding on the outside?
• Customer: Yes.
• Me: What style are they? Double/single hung, casements or sliding windows?
• Customer: They're double hung.
• Me: Do you like wood windows or are you open to other types?
• Customer: Actually, I would like to have windows that are maintenance free.
• Me: How many windows are you thinking about replacing?
• Customer: About 15.
• Me: And how soon would you want to do this project?
• Customer: As soon as I can.

Through a series of targeted questions, I have identified his concerns. He has around 15 double-hung wood/clad windows in his living room that are two decades old. He is looking to replace them with options that require no maintenance.

My responsibility now shifts to presenting window options that can inspire an emotional response. I can create a vision of how these windows would beautify his home and convey the potential savings from energy-efficient alternatives, thus generating a fresh emotional appeal.

A story paints a thousand pictures

When you showcase your product, you are not merely presenting information; you are sharing a narrative. This narrative illustrates the transformative impact your offering can have on their lives, conveyed by someone relatable—someone who has already achieved the desired outcome and is experiencing the emotions they aspire to feel.

Encourage them to visualize how those windows will enhance the appearance of their home. For instance, I once informed a client that installing sliding windows would invite a refreshing breeze during the summer months, a detail I tailored to them after learning they lived near the ocean.

Empathy

Recognize the nature of their pain, the effects it has on their lives, the background that has led to this and the underlying reasons for it. Recognize the repercussions of failing to address it compared to the benefits of resolving it permanently.

Highlight the transformation from discomfort to satisfaction, guiding them from their current predicament to their desired state swiftly and effectively. Once they perceive that you genuinely understand their issues, they will be open to your solution as the means to achieve relief.

At Pella, I make it a point to explain why choosing us can help alleviate your worries. I showcase the exceptional quality of our windows and doors, designed for longevity. Our products also come with a variety of benefits, including:

• Energy Efficiency: They can boost your home's energy savings.
• Aesthetic Appeal: We offer an extensive array of styles and finishes to suit your unique preferences.
• Customer Service & Support: Pella is dedicated to ensuring a positive experience throughout the entire process, from selection to installation and beyond.
• Reputation & Trust: Our long history of dependability makes Pella a trusted choice for many homeowners.

We're looking forward to everything that 2025 will offer! If you have a project lined up this year, feel free to contact us. Check out: pellabranch.com/new-england.