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The Sales Buzz Issue 27-Emotional Sales Techniques - The Powerful Sales Presentation
May 18, 2009

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Emotional Sales Techniques Take Selling To A Deeper Level

How would you sell this?

A fantastic piece of engineering, built to a high specification, and designed to perfection.

But would you sell it by presenting the technical features, or with the emotional benefits the buyer will get from it.

How to sell using emotional sales techniques

Are you selling features and missing out on closing more sales by using emotional sales techniques?

You can add these sales techniques to your sales with just a few simple actions that will help you close more sales and earn more money. Emotions are powerful, they are what drives us to take actions. When you use them in your sales presentations you will motivate customers to buy.

Keep doing what youíre doing, and add these emotional selling skills to your sale. You will get great results from weaving emotion into all the stages of your sales process. If you want to see more on using a sales process click the linkthen come back and carry on.

Find the emotional benefits they want with great sales questions

When you ask sales questions to find your prospectís needs do you find all the emotional benefits they want as well as the logical features. When I coach sales people I often see them ask sales questions that give them a good list of the features of the product that the buyer wants. The good sales people take it further and find the benefits the buyer wants from those features.

To find their emotional needs wants and desires you ask questions that go a stage further.

You ask the buyer what they really want from the product or service, and listen for answers that highlight:

  • How would it make them feel
  • Which emotions would it hit
  • What response are they looking for from others


Listen for answers that tell you how the customer wants to feel. So when they have told you what they want, for example: Iím looking for insurance in case I lose my job.í

Thatís a feature, a top line need. Now question further and ask them what that would do for them. You could get the reply: ĎI would be able to make all my monthly payments even if I was to lose my job.í

Thatís a benefit, a second line need, and itís important to note it and use it in your sales presentation. Many sales people stop there and move on to another line of questions. But with emotional sales techniques you ask another, deeper, question that looks for a bottom line benefit, an emotional benefit.

You could ask: ĎHow will you feel when you get that insurance cover?í A possible reply could be: ĎIíll feel safe, Iíll know the family payments are secure.í

Youíve found some bottom line benefits, emotions that he buyer is looking for. The buyer wants to feel safe and secure about making payments no matter what happens to their job. They could have said they want their partner to feel safe, or they didnít want the worry, or they would feel good about making career moves if they had the right cover.

Now use the emotional benefit in your sales presentation

Youíve found an emotional benefit that the buyer desires and now you can use it, along with the top line features and the 2nd line benefits the buyer wants, in your sales presentation.

Before you present your sales proposal you should summarise the buyers needs, wants, and desires that you have discovered in the questioning stage of the sales process. Then gain agreement from the customer that this is what they want.

Now you can start your sales presentation

In your own words you are saying to the prospect:

You said you wanted this ...Benefit..

This ...Feature.. will give you ...Benefit..

And you wanted to feel ...Emotional Benefit ... and this is how we can do that...

Use top line features to show how the product will supply the 2nd line benefits the buyer wants, and then add how your product will give the buyer the emotional feelings they want.

Put emotional sales training into action

Take these 3 actions to start putting this emotional sales training into action.

1. Start to listen to customers and spotting indicators of the emotional benefits they are really looking for.

2. As you talk with buyers, use the 3 line method of noting or remembering their needs. Top line is the features they want from a product or service. 2nd line is the benefits they want the features to supply. Bottom line is how they want to feel as a result of buying the product.

3. If the buyer doesnít tell you the emotions they want to feel, ask them. You might want to change your normal questioning routine, especially if you are not used to talking about emotions, but it will only feel uncomfortable for a while.

You can see more sales training on emotional sales techniques by leaving emotional sales techniques and opening sales closing techniques using emotions.

Short and to the point - Easy to read - Simple to put into action

That's my aim with The Sales Buzz Free Newsletter and with all the selling and career techniques on the sales training website. You can learn sales skills without spending huge amounts of money or ploughing through long boring books.

Pick up sales techniques and sales skills from wherever you can. You do not have to spend huge amounts of money to get the learn sales skills that are right for you. I present sales techniques that are:

Easy to learn sales skills
Short and to the point
Simple to put into action

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The Sales Buzz

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Wishing you the very best with your sales career.

Stephen Craine

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