What Will Your Buyer Feel After They Buy?

In another post I wrote about dating sites, big data and the horror movie question: how you feel about horror movies matters less than how close you are to your partner's answer. You should develop your own horror movie questions about your buyers. They might not even look like market research.

Most of mine start with “I'm your prospect,” and then ask a question. Here's one: I'm your prospect. What emotional response am I going to have after I've purchased from you?

This is B2B, not B2C, but there's always an emotional response. Frustration, relief, excitement, anticipation, hope, apathy. There's something. Yet when my clients answer this in the workshop, they've never asked it of themselves, and they don't know. In most B2B the purchase is made and then the work begins. What do they feel after the contract is signed and it's official that they're your next customer?

You should know. And with sales, marketing, customer success and maybe executive leadership, depending on how big you are, decide what emotional response you want them to have and then create it. Arrange the context, the details, how things are done and when, to produce it.

Most clients answer “relief.” I don't think relief is what you should aim for. It goes away really quickly. Aim for satisfaction. Happiness. Anticipation or excitement.

Just think about it for a minute. I bet you can come up with something.