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The Sales Buzz Issue 228 - Selling is all about emotion, or is it?
April 15, 2014

Selling is all about emotion, or is it?

Selling on emotion answers the question - Can you sell your products or services with emotional sales techniques or should you use logic to influence your customers?

Maybe you’ve heard sales trainers, managers, and marketers, talking about selling on emotions to get prospects to buy.

Does it work and is it the way to increase sales?

And can you sell with emotional techniques for every type of product or in every sales market.

Can you sell or market all products and services by targeting a buyer’s emotional needs.

What part should logic play in your sales and marketing strategy?

Lot’s of questions and now an attempt to answer them…

Sometimes customers make their buying decision using pure emotion and act on impulse. You’ve probably seen good examples of these in stores and supermarkets. The chocolate items near the checkout that tempts you as you wait in line. Pure impulse, if you used logic you would probably talk yourself out of buying it.

How about clothes, why did you buy the last item of clothing that you purchased.

Was it a pure impulse purchase, you saw it and just had to have. Did it meet an emotional desire and you then convinced yourself with logic that you had to have it and that you could afford it.

Or was it a decision based mainly on logic. Did you way up the positives and negatives and come to a decision that made sense.

Emotion v Logic

Which will win when a prospect’s emotions challenges their logic?

Emotions win every time. Whether they are positive or negative towards the sale, emotions will overpower logic and even get the buyer to think they have logically made a decision.

Emotions will not only win they will twists the buyer’s logic so it supports what the emotions want. That’s why selling on emotions works.

Here’s an example:

You see something you want, a product that you have an impulse to buy. The price tag makes you hesitate, you know that you haven’t got that much spare money, or that you shouldn’t spend that much on this item.

So what happens, do you use proper logic and say to yourself that you are not going to buy because of the price, or because other boring things such as bills require your available cash.

I doubt it. if the item has really got hold of your emotions. You are more likely to think of ways that you can free up the money and justify the purchase to yourself. You might think you are using logic but you are unaware of the impulses and emotions driving that logic.

Negative emotions in sales decision making

Negative emotions work in the same way.

Think about this example:

There are some really good cars about today that are great value for money, but we don’t all buy them. They are practical, fuel efficient, some are hybrids, and the cost of buying and maintaining is great value. So how come we don’t all drive them?

Because our emotions overrule our logic!

Our emotions get negative and tell us that we will not look cool in that car. Or they remind us of the jokes our friends have made in the past about practical, sensible vehicles.

No one has a practical car as a screensaver on their computer. What do you think of anyone that talks about miles per full tank of fuel, or the cost of a service, while you’re at the water-cooler. Is that the sort of person you’re drawn to or emotionally admire.

Can you sell on emotional and impulse techniques together

Can you use emotional and impulse sales techniques together to sell your products and services?

If you can find a way to make your sales pitch hit the emotional hot buttons of your prospects you can increase your sales and grow your business. When you invest time into presenting benefits that will create an impulse reaction in your potential customers you will make selling and closing sales easier.

Take a look at this full page on impulse selling using emotional sales techniques and see how to use it for your benefit. Open Closing sales using emotional and impulse selling...

I'm Stephen Craine from the website

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