Do today’s manufacturers need to be using Emotional Selling techniques to support their aftermarket parts and service business?
How important is Emotional Selling?
In today’s competitive marketplace, Original Equipment Manufacturers (OEMs) are continually seeking effective strategies to communicate better with their customers and increase sales.
One approach that has proven to be incredibly impactful is Emotional Selling techniques.
By appealing to customers’ emotions and establishing meaningful connections, manufacturers can foster trust, convey value, and ultimately increase sales of aftermarket parts and service contracts.
In this article, Adrian Botham, MD of Servispart Consulting, examines the importance of Emotional Selling techniques for manufacturers and highlights 6 ways that they can be used by leaders of manufacturing and aftermarket parts and service businesses to transform communication efforts and pave the way for a more successful customer-centric approach.
1. Understanding Customers’ Needs and Desires
To effectively connect with their customers, manufacturers must first understand their needs and desires.
Not for their products i.e. original equipment, but for the associated parts and aftermarket services that accompanies them.
For most manufacturers, this is easier said than done!
But by conducting thorough, unbiased market research and engaging in active listening, manufacturers can gain insights into their customers’ pain points and challenges.
Understanding the emotions associated with these challenges allows manufacturers to tailor their communications and address customers’ concerns much more effectively.
Whether it’s minimising downtime, avoiding costly repairs, or ensuring peace of mind, say, emotional selling techniques enable manufacturers to demonstrate more empathy and offer viable solutions.
2. The Power of Storytelling
As humans, we are wired to respond to stories.
Harnessing the power of storytelling allows manufacturers to create emotional connections with their customers.
By sharing compelling narratives that highlight the positive impact of aftermarket service contracts, manufacturers can evoke emotions such as trust, reliability, and security.
Through stories, manufacturers can showcase real-life scenarios where service contracts have saved the day, prevented major disruptions, or provided exceptional support.
These stories tap into customers’ emotions, making the benefits of the contracts more tangible and relatable.
3. Emphasising Benefits and Value
Technical specifications and features alone may not be enough to captivate customers’ attention.
Emotional selling techniques encourage manufacturers to focus on the benefits and value that aftermarket service contracts bring to customers’ lives.
By highlighting how these contracts enhance the customer experience, offer convenience, and deliver long-term value, manufacturers can trigger positive emotions.
Communicating the advantages in a relatable and emotionally compelling manner encourages customers to view the contracts as valuable investments rather than optional add-ons.
4. Building Trust and Credibility
Trust is the cornerstone of any successful customer relationship.
Emotional selling techniques provide manufacturers with a unique opportunity to build trust by establishing a genuine connection with their customers.
Through personalised communication, active listening, and a deep understanding of customers’ concerns, manufacturers can foster trust and credibility.
Demonstrating expertise, reliability, and a commitment to customer satisfaction reassures customers that they are making a wise choice by investing in your aftermarket service contracts.
5. Engaging Customer Emotions
To truly captivate customers, manufacturers must engage their emotions on as many levels as possible.
Persuasive language, positive imagery, and compelling visual content can all play a role in emotional selling.
By using emotional triggers such as urgency, the fear of missing out, or the pleasure of worry-free ownership, say, manufacturers can motivate customers to take action and invest in your aftermarket service contracts.
Engaging emotions creates a sense of attachment to your product/service brand and cultivates a desire to maintain a long-term relationship with it.
6. Exceptional Customer Service
Emotional selling goes way beyond the initial sale; it encompasses the entire customer journey throughout your end to end product/service lifecycle.
To solidify emotional connections and drive repeat sales, manufacturers must provide exceptional customer service and support at all of its key stages.
Promptly addressing customer concerns, exceeding expectations, and going the extra mile to ensure customer satisfaction all contribute to emotional selling.
By delivering a consistently positive experience throughout the end-to-end ownership lifecycle, manufacturers can deepen emotional connections, foster loyalty, and encourage customers to consider future aftermarket service contracts.
Emotional selling techniques offer manufacturers a powerful toolkit to enhance communication with customers and drive sales of aftermarket service contracts.
By understanding customers’ needs, leveraging storytelling, emphasising benefits and value, building trust, engaging emotions, and providing exceptional customer service, manufacturers can forge strong emotional connections.
In a competitive marketplace, these emotional connections are the foundation of long-term relationships and sustainable growth of your business.
How Servispart Consulting Can Help
Servispart Consulting works with leading manufacturers, aftermarket parts and service and 3rd Party Logistics providers, so that we can help our clients grow their business.
If you’d like an informal conversation with us about how you could develop your Emotional Selling techniques to improve your results, get in touch.
More information on how to discover your aftermarket genius and grow your aftermarket business is available here.