The Modern Customer Podcast
What Drives Customers to Buy—And What Holds Them Back
Apr 1, 2025
Jeff Shore, a seasoned sales strategist and founder of Shore Consulting, unpacks the emotional mechanics that drive customer behavior. He highlights how understanding buyer psychology can reduce friction in sales processes. Listeners will learn about key motivators beyond money, the importance of addressing emotional dissatisfaction, and strategies to create urgency in purchasing decisions. Additionally, Shore discusses how effective salespeople leverage emotional intelligence to connect with customers, ensuring smoother transactions.
31:54
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Quick takeaways
- Emotional reactions often drive purchasing decisions, making it essential for salespeople to address customers' deeper emotional needs and dissatisfaction.
- Successful salespeople share key traits such as achievement drive, positive energy, and coachability, which help them excel in uncertain market conditions.
Deep dives
The Importance of Emotion in Sales
Emotions play a significant role in the purchasing decision process, often overshadowing logical reasoning. Potential buyers typically make decisions based on their emotional reactions rather than purely analytical considerations. Understanding a customer's emotional dissatisfaction is crucial, as it helps salespeople frame their solutions in a way that addresses buyers' deeper needs and feelings. For instance, a family facing daily conflict over a single bathroom in their old home would feel a high emotional dissatisfaction, leading them to prioritize a new home that fosters family harmony.
