What Do You Expect?
Some people are fascinated by the physical body and how it heals. Some are fascinated by space and the scope of the Universe. Me? I am fascinated by what motivates people to spend money.
It might seem boring, but trust you me, when you begin to understand the human psyche and how it drives behavior you will be amazed at how freakishly predictable it is. And then you will want to know how to use this information to drive business. Do I have your attention yet?
The factors that affect spending include, but aren’t limited to, emotions, visual stimuli, and pain reduction or problem solving. But what drives actual cash out of pocket?
What does the average person do when he or she finds out that a big bonus and raise are on the way? Why does someone choose one auto body shop after an accident over another? Why have billions and billions of people visited McDonald’s since 1956? Their behavior is based on what they expect to happen next. Big bonus? “Hey, let’s go out and celebrate!” Fender bender? “Hey, John. Do you have room for my car this Saturday?” Need a quick meal? “Let’s do drive-thru”.
Expectations determine behavior. Let’s take this one step further. What drives expectations? A combination of experience or recognition of brand. You may buy your car from a different dealer each time, but you won’t let anyone else touch your vehicle after you own it. Why? Because John fixes it, fits you in as soon as it is possible, and charges a fair price. That is the experience that sets the expectation, which drives your behavior. And ALL experiences have an emotional tag. No exceptions.
What type of experience are your customers having? How well trained are your customer service and sales representatives? They are creating the everyday experience for your customers. Which sets the expectation. Which drives your customer’s behaviors. See for yourself.