Do your customers buy to avoid loss or gain reward?

摘要

As dopamine (the neurotransmitter of desire) accelerates their psychological buying process, a customer will be motivated to make a positive buying decision based on their motivation to either avoid loss or gain reward. While indications as to the customer's primary motivator can be qualified through specific questions, it is probably unrealistic to expect such qualification to take place in the hotbed of the 21st-century automotive showroom. So should you focus your sales presentations on loss avoidance or the pleasure of reward (or both)?