Continuing with our look at the decision-making process which, as we’ve seen, is emotion-based and logic-rationalized, how does this play out in the process of selling?
After reading one of the recent posts, my great friend, Jennifer Kushell, co-author (with Scott Kaufman) of the NY Times Bestselling, Secrets of the Young & Successful and Co-founder of Young & Successful, wrote:
“Interesting Bob! Very true too. Are emotional decisions backed with logic such a bad thing though? Especially in sales? I’d imagine that connecting with the audience/user/client would be good, right?”
Thank you, Jennifer. You’re correct. Not necessarily a bad thing. It is simply a fact of life; not good or bad; just is. The key is whether we are aware of this “while in the process” of making an emotional decision (I was coming at this from the viewpoint of “we the buyer – not the seller”). To the degree that we are consciously aware, that’s the degree to which we can know we are acting out of strength; not weakness.
And, Jennifer brings up an excellent point. In sales, we must absolutely be aware that while facts tell, emotion sells. There’s an old saying that “facts tell and stories sell” but – as John David Mann suggests, “While that saying is easy to remember because it rhymes, it’s not entirely true. Stories don’t necessarily sell. What they do is connect.”
And, they connect with your prospect on an “emotional level.”
While providing your prospect with the logical facts helps them to have a better understanding of your product or service and how it might be able to help them, it most likely will not connect with them on an emotional level. And, since people buy on emotion, there’s a good chance that the sale will not be made and your prospect will not enjoy the benefits that he or she could have, had they made the purchase.
The key is for you to discover, through authentically asking the right questions and doing your diligence, if the purchase of your product or service is indeed in their best interest. If so, then it is indeed up to you to set the context for the sale.
If they know, like and trust you (i.e. they have an emotional connection with you) and are emotionally connected with the benefits of your product or service, the odds of the sale taking place are extremely good.
And, as long as we approach this ethically and with the best interest of the buyer in mind, we are totally on the right track.