I love my music, always have. As a 13-year-old, I’d save two weeks’ wages from my paper-round to buy an album – The Stranglers, The Cure, Siouxsie and the Banshees – seminal favourites.
I really couldn’t afford to buy much music in the ’80s and ‘90s – with CDs retailing at £18 in 1994, I struggled to justify buying Blur’s Parklife, but somethings you’ll sacrifice eating for.
Music got free in 2000 ( a great book by way of the same title), things changed, and for the rest of the decade, I gorged on all the music I could find. Then I discovered festivals and my favourite of all time is the Glastonbury Festival – the world’s best.
However, incredibility challenging to buy tickets and I have failed to go more times than I’ve been. This year was no exception, so I thought I’d treat myself to ward off the disappointment.
I signed up for Spotify and bought 6 Sonos One Speakers for our new house. Now if you haven’t experienced Sonos speakers and Spotify, you haven’t lived, especially if you’re into your music like I am.
I bought them on a whim – over a grand for speakers – how on earth could I justify the cost?
That’s precisely how consumers buy. The emotions help them to open up their wallets, but as they walk out of the store or exit the shopping cart online, they need a logical reason to justify the purchase. Good salespeople arm the customer with valid reasons once the sale has been completed to prevent cancellations and the cooling-off notice. Do you?
People buy on emotion and justify the cost on logic.
My speakers were bought because I was disappointed on missing out on Glastonbury, again. I was on a low and needed an emotional pickup.
Logically they allow me to listen to great tunes, to hear practically any song I choose. I’ve attached Alexa to them, so I don’t need to buy Amazon’s tinny speakers, and she’s excellent at getting us up in the morning with her alarm. The cost was pretty much the same as Glasto would have been for a long weekend’s break.
If you sell a recurring cost item such as Spotify which costs a tenner a month, then you need to continually feed logical reasons for keeping the purchase going otherwise your customer will get Direct Debit scared one day and cancel. Keep in touch with them and arm them with the reasons why their investment continues to be excellent.
- If you’re a mortgage lender, remind them of their deal, the excellent customer service you give, your low standard variable rate.
- If you’re a car dealer selling leased arrangements, keep them fed with reasons why their purchase was the best
- If you sell coaching, keep reminding the customer why they made that excellent logical decision to hire a coach.
If you don’t know what a grand is then you’re probably not from the UK. “A Grand Don’t Come for Free” who was the band?