Transactional or emotional?

What’s the difference between a “transactional” purchase and an “emotional” one and why is it important to know?

First a transactional or mechanical purchase is something where no emotion is involved in the decision-making process.  Like doing the weekly grocery shop or buying car insurance, or choosing an internet service provider.

Those purchases are pretty much emotion-less and are driven by price, value and budget.  There’s not much you can say about these that would make my heart skip a beat!

Buying a car, a home to live in, or a wedding dress are emotional purchases.

Advertisers know this, that’s why they spend fortunes on glossy brochures, TV ads and dream-like photos.

Choosing a vacation or weekend away or accommodation for a family get together is very much emotional too

Potential guests who come to your website will look at your text and your photos and if they feel the pull on their heart-strings they are much more likely to click on that “book now” button.

Why is this important?

The challenge is that the big online travel agents have turned what is essentially an emotional purchase into a transactional one based on price, value and budget.

If you’re listed with them, you’ll know how often people book, cancel, don’t show up etc. because you have been unable to establish that emotional connection via those platforms.

And you may also know that those who book directly via your website produce less cancellations and no-shows.

There’s a direct correlation between the emotional connection, the quality of the guest and the likelihood of cancellation.

Have you noticed that?

However, if the words on the home page of your website are not creating that little flutter in the hearts of your potential guests, you will be much less likely to lead them to that button.

Take a look at your website home page text and ask yourself:

  • Do these words convey the value of the experience I deliver?
  • Do these words invoke an emotional response from the reader?

When you read the words you’ve written, you’ll be able to tell

If they don’t do these two things, then it could be time to revise them.

As small hospitality businesses, we are in the business of creating emotional experiences that guests will remember long after they’ve checked out.

And it starts as soon as they land on your home page.

Today is the last day to get $200 off a brand new website for 2017 (normal price is $699) where our team will create and build you a glorious emotionally driven website that your potential guests won’t be able to resist.

CLICK HERE to get started and our tech team will be in touch.

And just until the end of today, we’ll also create 10 bite-sized keyword rich blog posts to get you noticed by Google (and therefore your potential guests) and we’ll design you a beautiful new logo that you can use anywhere you go around the web (worth $120)

Keep in mind that your website is like your front door.  You want people “knocking” on it all day long, and then you can entice them to look around.  The longer they’re engaged with what you’ve got, the longer they’ll stay, and the chances of them hitting that lovely, shiny “book now” button dramatically increases.

CLICK HERE to get your beautiful new website up and running and making money for you before the season starts (in the northern hemisphere) and these fabulous bonuses just for being one of our lovely clients 🙂

With love and blessings

Yvonne x

 

 

 

 

 

Yvonne Halling helps bed and breakfasts, guest houses, inns and small hotels to dramatically increase their revenue while adding massive value to their guests and having more fun. 

CLICK HERE to get her free report “Make More, Work Less while Adding Huge Value to Your Guests (and Your Bank Account)

 

 

 

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4 Responses to “Transactional or emotional?”

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  1. With so any BnBs around the world, especially in large cities such as Paris, the only way to make a difference between us and the others is to send emotions. A feeling sent to the guest that this is THE place they want to be because they are on the same wave length. That’s also why it is important as you have said in previous posts, to find our niche, to attract those guests whose heart beat with yours. (I am not sportive, I am not attracted by Ballet dancing, but foodies, gourmet guests, art aficionados, Historians are attracted to me because my website shows I have common interests).
    Also because I have no booking system and have a relationship with my guests before they book and arrive, I do not experience rude behaviors, at least not often.
    So yes Yvonne I relate totally to your article.
    Now it is easy for me as I only have a 1 unit BnB and I am not looking to make a huge amount of income. Those running large facilities or needing all their income from their BnB business probably cannot be that cool and spend so much time with their guests.

    • Thanks for commenting Martine. I appreciate your thoughts. I believe that all hospitality businesses need to create the emotional connection and there are plenty of tools out there to do it. You do it very well, but so can others, but perhaps not in the same intimate way 🙂

  2. I agree wholeheartedly Yvonne and it was because of the fraudulent bookings (people just wanting a visa to get to Johannesburg) and many cancellations that occurred with Booking.com, Expedia and the such like, that I cancelled all listings. Too much admin for nothing – and NO WAY to get in touch with the clients before they arrived to start building a relationship with them. This I found the most frustrating, not knowing when they were arriving, not being able to establish that rapport. And you are right, it is emotionless and based on prices only. I have also cancelled my star grading this year. Not because my standards are slipping but because I paid a lot of money for nothing. Our tourism authority does nothing to market the country’s star graded establishments – and tourismgrading.co.za and southafrica.net do not even come up page after page in a search! What is the point? I continue to build my regular clientele who travel locally on business or come from overseas to visit family.

    • Hi Lynda and thanks for commenting 🙂 Good to know that you’re doing what you need to do to make your business work. Keep in mind though that the relationship building doesn’t have to be done manually each time by you. Technology and a good strategy can do it for you. It works even better than you doing it, if you get it right 🙂 Well done on everything you’re doing x