How Customers Make Buying Decisions

How Customers Make
Buying Decisions
© 2013 QQ Solutions, Inc. All rights reserved.
QQSolutions.com | 800.940.6600

According to a study by renowned Neurobiologist
Antonio Damasio, emotions play a critical role in the
decisions we make. His research showed that
emotions drive 80 percent of decision-making,
whereas logic only drives 20 percent.
Logic Versus Emotion

Emotions are the feeling that leads us to act or react.
While logic is supported by facts, emotions are how
we respond, mentally or physically, to an event. We
use that emotional response to decide to complete a
purchase or walk away.
How Emotions Impact Sales

As emotions are more influential in decision-making
than logic, it’s no surprise that relationships are
important in sales.
Your customers want to feel as though you are:
• Trustworthy.
• Knowledgeable.
• Relatable.
Building Relationships

Relationships are often built over time. While you can
establish a rapport with existing clients through great
customer service, how do you establish a
relationship with a prospect you’ve just met? This
becomes especially challenging during a cold call.
No matter what the scenario, you have to look
beyond the sale and think about the person making
the decision.
Overcoming Obstacles

Instead of launching into a one-size-fits-all sales
pitch, ask your customers questions that will help you
better understand who they are, such as:
• What do you value most in life?
• What are your long-term goals?
• What is your biggest frustration?
Meeting People
Where They Are

By putting the person before the sale, you’re able to
access their needs and offer them an insurance
policy that caters to them. You may even make a
recommendation they didn’t initially consider, which
could save them money or provide them with much-
needed protection in the future. This will reinforce the
fact that you have their best interest at heart.
Listening to Customers’ Needs

Making Emotions Part of Your
Sales Strategy
Here are a few ways to authentically incorporate emotion into your
sales strategy.
1. Listen. Ask your customers questions to gain insight into who they are
and what they need.
2. Empathize. If you were in their shoes, what coverages would you consider
and why?
3. Educate. After listening and understanding their perspective, educate
them on the benefits of specific coverages, but only the ones you truly feel
they need. Use real-life examples they can relate to, not abstract claims that
“we’re the best.”

No matter what the product, any great brand understands
that customer service impacts customer loyalty. Your
product may not be cheaper. You may even offer the
same type of insurance coverages as your competitors.
However, what differentiates you from them is your ability
to provide a personalized experience that makes each
customer feel like they’re your only customer.
Customer Loyalty

Once a customer feels as though they can trust you, then
the product and – finally – your brand as a whole, they’re
likely to tell others about their experience.
This is called “word-of-mouth marketing,” and it can be
one of the most compelling vehicles to drive sales. While
you can tell prospects why you’re the superior choice,
they’re more likely to believe it when they hear it directly
from another customer.
Word-of-Mouth Marketing

About QQ Solutions
QQ Solutions is one of the largest providers of agency management
systems nationwide.
-More than 4,500 insurance agency customers
-More than 20,000 users
-Now in our 25th year of business
Our mission is to help independent insurance agencies compete in the
digital world, by leveraging Web technology, social media, Internet
marketing and real-time services.

Take Your Agency From
Good to Great!
QQ Solutions develops agency management systems and
other automation solutions that do the heavy-lifting for you –
letting you focus on helping your clients and growing your
business.
• QQ Catalyst – The latest in agency management systems,
Catalyst is an innovative game changer that everyone in your
office will love to use.
• QQ WebRater – Get real-time auto insurance rates, fast and easy.

Connect With Us!
Read our agency management blog for tips on marketing, sales, client
relations, and much more.
Join the conversation about insurance sales and agency management systems
on our QQ Solutions Facebook page.
Follow QQ Solutions on Twitter to get the latest updates about our products.
Connect with QQ Solutions on LinkedIn as a business contact and follow us for
career opportunities.
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Watch the QQ Solutions YouTube channel for tutorials and demos.

How Customers Make Buying Decisions

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How Customers Make Buying Decisions