{"id":66049,"date":"2022-11-04T07:53:00","date_gmt":"2022-11-04T06:53:00","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=66049"},"modified":"2022-11-11T00:42:03","modified_gmt":"2022-11-10T23:42:03","slug":"vivre-une-experience-emotionnelle-positive-la-cle-lors-dune-decision-dachat","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/vivre-une-experience-emotionnelle-positive-la-cle-lors-dune-decision-dachat\/","title":{"rendered":"Vivre une exp\u00e9rience \u00e9motionnelle positive : la cl\u00e9 lors d&rsquo;une d\u00e9cision d\u2019achat"},"content":{"rendered":"\n<figure class=\"wp-block-image\" id=\"block-c4146c31-4140-4c79-b645-e20beb5d2998\"><img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2022\/10\/christiann-koepke-r6rokVkrwZk-unsplash-1024x683.jpg\" alt=\"L\u2019attribut alt de cette image est vide, son nom de fichier est christiann-koepke-r6rokVkrwZk-unsplash-1024x683.jpg.\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-6c210af5-8a29-40dc-aeb4-8db9fd6047aa\">7 novembre 2022<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-d05c8879-9a11-40be-a019-f4e4a7d68f3a\"><strong><a rel=\"noreferrer noopener\" href=\"http:\/\/jeanpierrelauzier.com\/\" target=\"_blank\">Jean-Pierre Lauzier<\/a>, expert-conseil, conf\u00e9rencier en vente et auteur du livre <a rel=\"noreferrer noopener\" href=\"https:\/\/jeanpierrelauzier.com\/livre\/\" target=\"_blank\">\u00ab\u00a0Le coeur aux ventes\u00a0\u00bb<\/a>, donne r\u00e9guli\u00e8rement ses conseils de d\u00e9veloppement personnel et commercial <a rel=\"noreferrer noopener\" href=\"https:\/\/isarta.com\/infos\/author\/jean-pierre-lauzier\/\" target=\"_blank\">sur Isarta Infos<\/a>. Aujourd\u2019hui, il revient sur les d\u00e9terminants d&rsquo;une d\u00e9cision d&rsquo;achat et notamment les jugements rationnels et \u00e9motionnels.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-50869a68-d813-45fc-9894-8a547a800702\">Lorsque vous prenez la d\u00e9cision, en tant que client, d\u2019acheter tel ou tel produit, votre choix est bas\u00e9 sur deux crit\u00e8res de s\u00e9lection, le premier \u00e9tant votre jugement rationnel et le second, votre jugement \u00e9motionnel. Voici une d\u00e9finition de chacun de ces jugements&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-173e0fb2-7cf7-4da4-93d7-f69ad700692a\">\n<li><strong>Jugement rationnel&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-cfb3d449-5016-4405-9339-2163f75e0eb5\">C\u2019est votre \u00e9valuation des points techniques, c&rsquo;est-\u00e0-dire les caract\u00e9ristiques du produit en fonction de vos besoins, le rapport qualit\u00e9\/prix, les avantages techniques, la disponibilit\u00e9 du produit, l\u2019accessibilit\u00e9 du vendeur ou du commerce, les \u00ab pour \u00bb et les \u00ab contre \u00bb d\u2019un produit ou d\u2019un service, etc.; en fait cette \u00e9valuation concerne l\u2019aspect logique et cart\u00e9sien du choix d\u2019un produit.<\/p>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-fd72be58-db87-4921-9640-f8221cf5ced1\">\n<li><strong>Jugement \u00e9motionnel<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-de7646ec-d723-420b-a0b9-33808d06d232\">C\u2019est ce que vous ressentez envers le vendeur ou envers l\u2019entreprise, c&rsquo;est-\u00e0-dire l\u2019amabilit\u00e9, la r\u00e9putation, la fiabilit\u00e9, le d\u00e9sir sinc\u00e8re de vous aider, le niveau d\u2019expertise, etc.; en fait, ce jugement correspond au sentiment que les vendeurs et repr\u00e9sentants de l&rsquo;entreprise vous font vivre et cette \u00e9valuation est bas\u00e9e sur votre impression \u00e9motionnelle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-73835fa0-e85e-442d-9967-8c4816a6d174\">Dans toutes vos d\u00e9cisions d\u2019achats, il y a toujours une portion du jugement qui est rationnelle et une autre qui est \u00e9motionnelle. On aime tous croire que l\u2019on prend toujours nos d\u00e9cisions d\u2019une fa\u00e7on tr\u00e8s rationnelle, mais ce n\u2019est vraiment pas le cas, sinon nous serions des machines. De plus, presque toutes vos d\u00e9cisions d\u2019achats sont prises dans le but d\u2019augmenter un bonheur ou de diminuer une souffrance et ces \u00e9l\u00e9ments sont tr\u00e8s \u00e9motionnels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-d71b6260-4856-4298-9a0a-13aee1e55494\"><strong>Une plus grande place pour le jugement \u00e9motionnel<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-ef863841-1927-436e-b564-b7a325ef0f42\">Mais, quelle est donc la proportion de vos d\u00e9cisions qui est rationnelle et celle qui est \u00e9motionnelle ? Auparavant, le jugement rationnel occupait une place tr\u00e8s importante parce qu\u2019il y avait peu de produits semblables sur le march\u00e9. Mais de nos jours, avec le haut niveau de comp\u00e9titivit\u00e9 et la grande ressemblance des produits, il s\u2019ensuit qu\u2019il y a plusieurs de ces produits qui r\u00e9pondent tr\u00e8s bien aux crit\u00e8res de s\u00e9lection associ\u00e9s \u00e0 votre jugement rationnel, laissant ainsi une place plus grande pour votre jugement \u00e9motionnel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-a9943a4e-6b47-4b23-a7be-0bc7f1037f7e\">De surcro\u00eet, plus votre achat implique une interaction humaine avec une personne qui repr\u00e9sente l\u2019entreprise, plus votre jugement \u00e9motionnel prend une place importante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-92f9c6d8-cd61-43a4-b005-5e8c6f0327bc\">Maintenant, que devez-vous faire pour influencer la d\u00e9cision d\u2019achat du client dans son jugement \u00e9motionnel? H\u00e9 bien, vous devez lui faire vivre une exp\u00e9rience \u00ab&nbsp;WOW&nbsp;\u00bb, c&rsquo;est-\u00e0-dire que vous devez vous int\u00e9resser \u00e0 lui en lui posant des questions, en l\u2019\u00e9coutant, en d\u00e9gageant un sentiment sinc\u00e8re de vouloir l\u2019aider et de lui apporter de la valeur, en ayant une expertise sup\u00e9rieure \u00e0 celle de votre comp\u00e9tition, en \u00e9tant int\u00e8gre, honn\u00eate, aimable, vrai, respectueux, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-a5870dd9-8966-4b55-ba8b-340ea22c5192\">Apr\u00e8s chacune de vos interactions avec un client, demandez-vous ceci&nbsp;: est-ce qu\u2019il a v\u00e9cu une exp\u00e9rience \u00e9motionnelle positive? Si votre r\u00e9ponse est non, vous devrez, dor\u00e9navant, trouver une fa\u00e7on de faire qui lui fera dire \u00ab&nbsp;WOW&nbsp;\u00bb lorsqu\u2019il partira. Quand un client vit une exp\u00e9rience \u00e9motionnelle agr\u00e9able, vous vous positionnez favorablement dans sa d\u00e9cision d\u2019achat; de plus, vous venez de vous engager un vendeur qui travaillera pour vous gratuitement, car il parlera de vous et de votre entreprise \u00e0 plusieurs personnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-72955505-c298-4fe7-925f-860cbf58613b\">\u00c9tant donn\u00e9 que le jugement \u00e9motionnel du client prend de plus en plus de place, il est donc important, pour vous, d&rsquo;intervenir d\u00e8s maintenant dans le but d\u2019\u00eatre capable de l\u2019influencer sur cet aspect, mais assurez-vous \u00e9galement de toujours avoir un produit exceptionnel \u00e0 lui offrir afin de bien combler son jugement rationnel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"block-3edd0f14-d61e-4024-b94f-2c671c5097ac\">Bonne vente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quels sont les d\u00e9terminants d&rsquo;une d\u00e9cision d&rsquo;achat et notamment les jugements rationnels et \u00e9motionnels?<\/p>\n","protected":false},"author":59,"featured_media":66052,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[273,264,265],"tags":[],"class_list":["post-66049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-carriere","category-caroussel","category-en-avant-isarta-emplois"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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