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.
Your thoughts?
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Awesome post!
Asking the right questions allows you to weed out the objections clients portray as important, skewed product knowledge, etc., to get to what they really want. It also shows that you are genuinely concerned about them, not just your product/quota/commission. This builds relationships “at the speed of trust”.
When you ask the right questions, it also allows you time to discern their personality trait instead of imposing your sales method on them. It is on a more personal, emotional level. They feel understood!
On a reverse note, I am notorious for going into hardware stores and explaining what I think I need, then say, “In your experience, tell me what you suggest”. This gives them a base, but also shows them that I value their input. I always get the greatest service ever. They realize I’m not a novice or just a ditsy blonde, but knowledgeable about what I want, yet humble enough to ask for help/advice. We totally connect!
I appreciate you Bob!
Great topic Bob. At some point the snake oil sellers became an acceptable way to sell to potential customers. The pressure put on ones fear and/or intelligence makes one a victim to a sell. Dealing honestly in business means you are going to deal with people’s emotions. Trust issues, financial issues and issues of self-esteem can all play a part. In my performance coaching business and in my social media business, I want to know what people think they need, what might be their hesitation and leave it wide open for the person to make it their choice. I want to empower people to succeed not control their wallet and emotions. I can read people very quickly but I don’t assume anything. What I do is ask questions that allow the potential buyer/client to understand where they are in the process so that they will know that it was by their decision and not a pressure tactic where they may say yes but continue to feel uneasy. I don’t stop there, I deliver quality and close ongoing connections so that the satisfaction of their decision will only grow. And Bob, you’re a fine example of this because you make people feel good everyday!
Great, Geveva! I love your reverse note. While that seems counter-intuitive to many, it is one of the very most effective ways to get a merchant to deal with you fairly. Good for you!
Angela, thank you for sharing your thoughts…and for your very kind words. 🙂
“Have the intention to make the prospects life better” it is the key to adding value, and it is FUN 🙂
Bob, sometimes I don’t make any comments on your posts. But thought I would share this with you and your readers; I always learn something from reading your posts and the comments that people make. All of you have added so much value to my life and for that I am greatful!
Joe
Hi Bob- Another great post.
One of my observations over the last year is that more and more people are using logic and facts to make their decisions and less emotion. For many people they realize using their emotions to make their decisions is what got them in trouble.
It will be interesting to see the long term effects of how our economic melt down influences how people make decisions.
One thing for sure is if they like and trust you, you will have a big advantage over your competitors!
I look forward to seeing you in Orlando at your BIG event!
Todd
I had to read your post three times to get the full meaning of it. I appreciate reading what you have to say. It’s too bad that more people do not comprehend the benefits of coaching. Keep up the good work.
@ Todd Smith
Todd you make a good point. My question would be why you feel that people are using more logic and facts in this economy? Personally, I still think decision making is emotional, but in a down economy people are starting with the emotion of self preservation and paint avoidance and getting figures to back up their bias.