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Howdy,

No, this is not a critical article on pricing techniques and/or policies in blogging marketing success. Instead, there is a powerful emotional mystique that is associated with buying that also makes the seller’s job, at the least, a very exciting experience. Blogging marketers, sellers and closers need to understand how to deal with the emotional processes of price to be successful in the sales arena.

Emotion has a tremendous role in the entire buying/selling process. Some estimate that emotion is nearly 90% of the buying process. I am blessed to have lived with an extraordinary salesman, my father. As a young man he started his sales career pedaling produce after returning home from the South Pacific at the close of WWII. In the early 50’s he became a Fuller Brush salesman with a creative flair for selling ordinary household products like brooms. Dad would dress a broom up to look like a woman. He would approach a door, spray some of his air-freshener product on the door, knock and quickly disappear, leaving the broom standing there. An amazing process would take place in the next few minutes, as he would sell the broom (frequently two or more of them), the air-freshener and a myriad of brushes and household/kitchen aids that he carried in his Fuller Brush bag. He was the top sales person for Fuller Brush in the entire state of West Virginia. In the later 50’s Dad became an insurance salesman and was again a top producer, having 17 consecutive years of being a million dollar seller. This was not just big!

It was incredible! Very few men in this time period were million dollar producers in small populated, economically deprived states. He was the first man selected to the Insurance Hall of Fame of his Pennsylvania based Life Insurance Company. My dad could sell anything! The emotional challenge of making sales was the driving force of dad’s life. He had a record of 7 consecutive years of selling at least one insurance policy each week. I loved to see him in action selling anything. He understood how to create a perceived need to buy, and the process was so very entertaining, that he was always able to get the best price. Customers always seemed to be so satisfied that price was rarely an issue. The emotions of buying frequently make price not come into the picture until the buyer has already made a decision to make a purchase.

Sellers focus too much of their time and energy on price and fail to see the real emotional reasons customers will buy. It is so important to understand and feel the emotional connection potential customers will attach to the seller, the products/services offered, and the way they will relate or interact with the business. All bloggers need to address the emotions that attract and keep good customers. The decision to buy something almost always starts with an emotional need. That emotional need influences the customer to consider buying something to fill it. The search and evaluation of all the possible choices of products or services is also emotional and many other emotional factors may enter the process. The price issue comes in near the end of this process and in essence it usually helps to justify the emotional decision that the buyer has already made. The seller sees the price request as a big buying signal (will the cost allow me to buy what, I perceive I want, and is it fair for what I decided to buy). For the seller this is wonderful. He can take charge at the price point and have a blast making the sell. Fun! Fun! Fun! I get all emotional just thinking about it!

To all our success,

Larry, Resident Article Expert