40 Emotional Triggers That Get More B to B Sales

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Selling to businesses has some differences than selling to consumers. Usually, the lead time is longer, more people are involved in the decision-making, and generally (except for a house or a car) the investment is lower.

However, business customers are still people. And, people will respond to the same cues regardless of whether they are deciding to buy a software package or a lawnmower.

Victor Schwab (“Mail Order Strategy”) compiled the following list of 40 drivers that influence decisions. It was written in 1956, but it’s still relevant.

Here’s the list of emotional triggers:

People want to gain:

1. Health
2. Popularity
3. Praise from others
4. Pride of accomplishment
5. Self-confidence
6. Time
7. Improved appearance
8. Comfort
9. Advancement: social-business
10. Money
11. Security in old age
12. Leisure
13. Increased enjoyment
14. Personal prestige

They want to save:

15. Time
16. Discomfort
17. Risks
18. Money
19. Worry
20. Embarrassment
21. Work
22. Doubts

They want to be:

23. Good parents
24. Creative
25. Efficient
26. Recognized authorities
27. Up-to-date
28. Gregarious
29. “First” in things
30. Sociable, hospitable
31. Proud of their possessions
32. Influential over others

They want to do:

33. Express their personalities
34. Satisfy their curiosity
35. Appreciate beauty
36. Win others’ affection
37. Resist domination by others
38. Emulate the admirable
39. Acquire or collect things
40. Improve themselves generally

Related posts:

1. The Six Emotional Triggers Every Marketer Should Know
2. Why People Buy