Understanding Customer Psychology (What Makes Your Customers Buy) with Mark A Preston

In this episode of the Talk About Digital Podcast, host Mark A Preston, Customer Growth Coach & Speaker, explores the powerful role of customer psychology in driving business growth. Many small business owners focus solely on sales techniques, but Mark takes a different approach—revealing how understanding what truly motivates your customers can help you build a loyal customer base and attract new clients. This episode breaks down complex psychological concepts into practical steps that any small business can apply to deepen customer relationships and drive repeat business.

Why Listen?

Mark discusses how every choice your customers make, from choosing your business to returning as repeat clients, is influenced by deeper motivations and emotions. By understanding these psychological drivers, you can create a business environment that feels natural, trustworthy, and aligned with what your customers truly want.

Key Takeaways for Small Business Owners:

• Recognise Core Customer Needs: Mark outlines the three key things customers look for in a business—solutions, trust, and positive experiences. By focusing on these essentials, you’ll be better equipped to meet your customers’ expectations and earn their loyalty.
• Leverage Emotions in Decision-Making: Discover how emotions impact buying decisions and how creating a positive emotional experience can set you apart. Mark explains why a friendly greeting, a welcoming space, or a clear message on your website can build customer confidence and make them feel valued.
• Listen and Anticipate Needs: By listening to customer feedback and observing patterns, you’ll uncover valuable insights into what matters most to your clients. Mark shares tips on how to use these insights to anticipate questions, concerns, and desires, creating a business experience that feels personalised and attentive.

What Will You Gain by Listening?

By tuning in, you’ll learn how to align your business practices with the psychological needs of your customers, making it easier to attract and retain clients. Mark’s straightforward advice will show you how to create memorable customer interactions that encourage repeat visits and referrals, ultimately driving sustainable growth.

TAD Takeaway: Mark’s exercise for this episode encourages you to list the top three qualities your customers value most—like reliability, friendliness, or clear communication—and assess how well your business reflects these values. This quick self-check will help you identify small changes that can make a big impact on customer satisfaction and loyalty.

If you’re ready to connect with your customers on a deeper level and build a business they love, this episode is a must-listen!

Connect with the Host - Mark A Preston:

Website: https://www.markapreston.com/
LinkedIn: https://www.linkedin.com/in/markprestonseo/
X: https://x.com/MarkPreston1969
Mark's Latest Book: Customer Growth Unlocked

This podcast is produced by Voice It Podcast Agency
https://voiceitpodcastagency.co.uk

Transcript

[00:00:00] Mark A Preston: Welcome to Talk About Digital, the podcast for small and medium sized businesses looking to grow new customers through impactful, low cost digital marketing strategies. Have you invested in digital marketing with zero positive impact? If this sounds like you, then this is the place for you. Each week, we provide actionable steps to move your business forward with our TAD takeaway, helping you to harness your biggest asset, yourself, to achieve big impact with minimal investment.

[00:00:36] Stay tuned as we dive into the world of digital marketing, offering insights and advice that will transform your business. Let's get started. Hello and welcome to this week's episode of the Talk About Digital podcast. I'm Mark A. Preston here to help you understand the simple ideas that can transform your small business.

[00:00:57] Today we are exploring something crucial for every business owner. Truly understanding what makes your customers tick. This is the psychology behind your business. And it's all about connecting with what really drives your customers decisions. I'm not talking about sales techniques or the right things to say to get a sale.

[00:01:21] I'm talking about the deeper, more important side. The part where you genuinely understand who your customers are, what they are about and why they might choose you over someone else. By the end of this episode, you'll have a clearer picture of the mindset your customers are bringing with them and how this understanding can help you shape a business they love.

[00:01:48] So let's dive in. Let's start with a simple idea. Every choice your customers make, whether to visit your shop, click on your website, or call you up, is driven by what's going on in their mind. The more you understand that, the better you can shape your business to meet their needs naturally. Imagine you're running a small business and you have a Crystal clear picture of why customers come to you.

[00:02:20] What keeps them coming back and what makes them recommend you to others. When you understand their motivations, you're not just guessing anymore. You're working with insight. You're able to anticipate their needs, make decisions that feel right for them, and create experiences that keep them coming back.

[00:02:44] This is the power of customer psychology. It's the foundation for creating real, lasting connections that feel authentic. Let's take a closer look at some of the main reasons why customers make the choices they do. At the simplest level, most customers are looking for three things when they choose a business to work with.

[00:03:11] First and foremost, customers are looking for a solution. They have a problem they need to solve or a need they want to meet. This could be something practical like needing a plumber to fix a leak or something personal like finding a welcoming place to grab a coffee. Beyond just solving the problem, customers also need to feel they can trust the business they're dealing with.

[00:03:39] They want to feel safe in their choice. They want to know you're going to do what you say you will. And that You'll respect their time and their needs. Finally, people want to feel good about the experience. Whether it's a big investment or a small purchase, customers want to feel valued and respected.

[00:04:05] They want to feel valued. To enjoy the interaction, or at the very least, feel comfortable with it. When you understand these core motivations, you start to see that customer psychology isn't about manipulation. It's about genuinely seeking whether your customers are coming from and meeting them there.

[00:04:30] It's about creating a business that feels like the natural choice because you get them. One of the most interesting parts of customer psychology is the role of the client. Emotions play in decision making people like to think they're making purely logical choices, but in reality, emotions play a huge role.

[00:04:57] Think about it. When a customer is deciding whether to spend their money, they want to feel a certain way about their choice. They want to feel confident, reassured and comfortable with their decision. Let's say someone is looking for a local mechanic. Yes, they're going to consider things like pricing and availability, but they're also asking themselves, do I feel like this person will take care of my car?

[00:05:27] Do I feel respected? Do I feel Yeah, it's not just about the service itself. It's about the feeling that comes with choosing that business. Understanding this emotional side helps you create an environment where customers feel at ease. It's why things like a friendly greeting, a clean and welcoming space.

[00:05:56] Or even a reassuring message on your website can make sure a big difference when customers feel emotionally comfortable with your business. They're more likely to trust you make a purchase and come back again. So how can you actually get to know your customers on this deeper level? It's simpler than you might think and it doesn't require any fancy research at all.

[00:06:27] Start by paying attention. Notice what kinds of questions your customers ask. Notice what concerns they bring up. Are there certain things they worry about? Or certain details that seem to make them feel reassured? Can you also try just listening to their stories? When you have a chance to talk to a customer, ask them what they think.

[00:06:56] Brought them in or what makes them decide to reach out to you? Sometimes these conversations reveal insights you wouldn't have thought of. You might learn that they appreciate your quick responses or that they value a personal touch. These small insights can add up to a powerful understanding of what matters to your customers.

[00:07:24] The more you listen, the more you'll start to notice patterns. Maybe a lot of customers said they felt welcomed by your team, or maybe they mention feeling confident because you explained things clearly. These little insights are golden because they're clues to what your customers value most. Once you get to know your customers motivations and concerns, you can start to anticipate their needs.

[00:07:59] And when you can meet their needs before they even ask, you're creating a memorable experience. Think of it like this. If you know that new customers often have a question about a specific part of your service, address that question right away. Maybe it's a reassurance about the process, a timeline, or even a simple FAQ on your website.

[00:08:28] By providing the answers they need up front, you're showing that you understand them and that you're one step ahead. This anticipation makes customers feel valued and understood. It shows them that they're not just interested in making a sale, you're interested in making things easy for them. And when customers feel like you're looking out for them, they are much more likely to stick with you.

[00:08:59] It's as simple as that. Another powerful way to understand your customer psychology is to try seeing your business through your customer's eyes. Ask yourself, if I were my customer, how would I feel coming into my shop or visiting my website? Would I feel welcomed? Would I feel reassured? Would I feel confident that this business really understands what I need?

[00:09:29] You can even ask a friend or family member to go through the customer experience and give you an honest feedback. Sometimes a fresh perspective reveals things you might not notice because you're too close to your own business. The more you look at your business from your customer's perspective, the easier it becomes to create an experience that feels right for them.

[00:09:57] Remember, it's for them. All right, let's wrap up with today's Tag Takeaway. A simple exercise to help you tune into the psychology behind your own customers. Take a few minutes to jot down the top three things your customers feel valued most. Maybe it's reliability, maybe it's friendly experience, or maybe it's clear communication.

[00:10:28] Whatever it is, Write it down and keep it somewhere. You'll see it often. Then look at one area of your business and ask yourself, am I reflecting these values? If a customer values reliability, are you making it clear that you'll keep your promise? Is there value friendliness? Are you creating an environment that feels welcoming?

[00:10:57] This simple exercise can give you a new perspective on how well you're meeting your customers needs and how you make small adjustments that can have big impact. Thanks for joining me on the Talk About Digital podcast. I hope this episode gave you some new insights into what really makes your customers tick and showed you that understanding them doesn't have to be complicated.

[00:11:26] Until the next time, I'm Mark A. Preston signing off. Keep it simple. Keep it thoughtful. And remember, When you truly understand your customers growth becomes a whole lot easier. See you the next time. Thank you for tuning into the talk about digital podcast. Remember, every small step you take brings you closer to your business goals.

[00:11:51] If you found today's episode helpful, subscribe to our podcast and sign up to your free 12 week TAD Customer Growth course at www talk digital uk. You receive even more customer generating tips and insights until next time, keep harnessing your strengths and making actionable, impactful moves in your digital marketing journey.

[00:12:17] See you soon.