June 30, 2017
Most of us like to think that the buying decisions we make are based strictly on facts and figures. We look at specifications, evaluate the differences between options and make a perfectly logical choice. The truth is, every buying decision is also influenced by our emotions.
Such factors as brand loyalty, aesthetics, the personality of the salesperson or some inexplicable feeling can color our decisions. It’s true when we choose a new car or truck, clothes or the latest digital device. And the same is true for potential customers for your CNC shop.
Obviously someone shopping for a new supplier will consider your equipment, your staff’s capabilities and, of course, price and delivery. They’ll evaluate the facts about you and your competitors to make an informed decision. So how does emotion come into play? It has to do with human nature. When all factual matters are relatively equal, people tend to do business with people and companies they know, like and trust.
This means that even if a supplier meets all of the factual criteria, it can still lose the bid if it falls short on the emotional side. That’s why you should ask yourself the following questions about how well your enterprise registers on the emotional scale.
Facts and figures are certainly important to your potential customers, and you won’t get work if you’re not capable. However, there are a lot of other capable shops out there. Having a strong emotional appeal may just be the reason you get the bid instead of the other guys.