Human Emotions- Part -I

The Thought:

Ask any business men, which is the toughest step to crack in any sales process, they will tell you two, not one.

"First- To get the people in their offices/shops/place of work. ( Footfall )"

"Second- To get them open their wallet and pay" ( Final Conversion )

What role do Human emotions play in this process of transaction.

Imagine standing on a Railway ticket Line (in India). I know it has been time since you stood waiting and felt that the line beside the one you are standing started moving fast. Waiting for your turn at the window and praying that the system failure doesn't happen, you stand there browsing your mobile. What emotions do you express? and Does your emotions matter to the person at the window?
Absolutely not, its a routine job for them, and when Job is a routine, emotions rarely change.
But now consider walking into a general store, where FMCG giants have invested huge money to get you till here. They have kept this place clean, with shining faces all around, nice smell, ac in full throttle. All they want is the Step Second to take place.

You feel a certain emotion, a positive emotion, which makes you feel you can be better.
The important word is "CAN BE" better.
Most business work on the philosophy that our product or services can help you be better, thus the phrase "CAN BE". This emotion, which is "CAN BE", is so very important, because customer are never satisfied with themselves, and what they have, and to ensure that they continue to feel so, Business invest multiple million dollars. Guess how?
By the media channels, News papers, Television, advertisments, all asking you to be better.

But there was one business which used to say " You are better".
The Business of  God, the "Pravachan", and the process of preaching.
Yes, human used to pay tribute, ( prasad), for getting Better, but the preaching was different.
It was always concentrated on "You are better". ( much on this later)
Suddenly one person, "Ramdev baba" changed the proposition and matched with the requirement.
He conveyed the message, " You CAN BE better" if you practice Yoga, take Organic medicines.
and See, how one change in the process of delievery has changed the complete game plan.

All he did was evoke a particular set of emotions lying deep inside the Human psychology.
How many business do you see which try to evoke a particular set of Emotions in their consumers?
Apple, Yes offcourse.

The second part will discuss on the types of Emotions and how Businesses can use the knowledge to transform their consumer towards step "Second".