Don’t get emotional about the statement. That only proves my point. People are irrational. We like to think that we’re all totally logical, but the results of our decisions tell the tale. We make our decisions based in emotion, not fact.
When I was a car salesmen, this was explained to me by my sales manager (though I didn’t understand how far the idea reached). He told me that buying a car was an emotional experience. “You’ve got to get them to see the car in their driveway, take ownership of it before they’ve bought it. Everyone goes on a test drive. They’ve got to smell the smell, feel the engine rev, feel the car accelerate.” If people were rational, none of that would matter.
“When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.”
– Dale Carnegie
And that’s just it, isn’t it? Americans (as I can’t speak for any other culture) have made a habit of making emotion-based decisions. If you’ve ever been to sales training, you’ve been told that the customer must feel like your product will eliminate a pain point, else they won’t buy.
Think about how that holds true for you. How many purchases have you made that you found yourself rationalizing later? It’s nothing to be ashamed of. We all do it, and not just when we’re shopping. But now it’s time to take a lesson from my sales manager.
“Let’s not forget that the little emotions are the great captains of our lives and we obey them without realizing it.”
– Vincent Van Gogh
When you’re developing products and services for your company, take the time to do two major things. First, develop a sellable that is flexible enough to address many pain points, yet not have to address them all. This gives you the ability to do the second, which is to find your customer’s pain point and actually address it. Your customer should only feel like your product fixes their pain if it really does.
Belle Beth Cooper, “Content Crafter” at Buffer, wrote this article on FastCompany.com explaining the eight mistakes your brain makes everyday that make you less rational. She also offers some great advice on how to fix them so you become a much more rational individual.