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  • Writer's pictureTony Richards

Anticipated Pleasure

Emotions are powerful.

We have to constantly remind ourselves that people are people and not machines. Especially when they don’t behave exactly the way that we would like or in a way that makes sense to us.

Happiness, sadness, guilt, laughter and others make up the complete emotional matrix of a person. Sales trainers have for years taught sellers that in order to progress in making a sale, you should “find the pain”. In other words, find the emotions that buyers feel are holding them back and then provide solutions to ease the pain.

The same thing works in customers of a product or service. They have needs they would like to satisfy.

Some of them are painful.

Here’s just a random example. Perhaps they are pulling out of their driveway in the morning to go to work and the lawn just doesn’t measure up to the other lawns the neighbors have in the neighborhood. There’s some pain, perhaps embarrassment or shame. They have a need to soothe that pain.

Rather than focus on the negative aspect of the situation, I’d rather zero in on the solution.

Anticipated Pleasure.

What would cause this person to buy the landscaping or lawn service?

Anticipated Pleasure.

The anticipated pleasure of having a beautiful lawn comparable or better than the neighbors.

The anticipated  pleasure of increased customer count.

The anticipated pleasure of increased sales.

The anticipated pleasure of settling in with the family and watching your favorite movie in a home theater.

Never discount the role of anticipated pleasure in the decision making process.

How the prospective customer will feel as a result of their decision is a huge piece of information in the action of making a choice.

Are you providing enough anticipated pleasure in your marketing process? Are you providing any at all? How can you begin to paint the picture for the future decision maker that will make them feel anticipated pleasure?

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