Farmers, purchasing agents, retail managers, veterinary hospital managers and veterinarians fit into the perspectives shared in this article. Jan Johnson says that all decisions are emotional, and we use facts to justify our emotional purchases. She shares a few of the emotional drivers she has observed:
- Pride
- Fear
- Grief
- Suspicion
- Confidence
- Satisfaction
Speaking of emotion, Johnson shares another look at “So God made a farmer,” Paul Harvey. Link.
Source: LinkedIn, October 9, 2018. Link.
Also see: Millenium Research, October 30, 2017. Link.
INSIGHTS: Any animal health pro working with a paying customer should recognize the signs from one or more of Johnson’s categories. Acknowledging and naming the emotion can help move the discussion to identify other objections.
For example, “Mrs. Smith, it sounds like you’re suspicious of preventative measures. What are you concerned about?”