Emotions SELL

The truth is, all of us buy for emotional reasons, not logical ones.

As much as we want to believe we make buying decisions rationally, the leading studies show we make nearly all our decisions on emotion. That's why, if you want to sell more products or services you want to use emotions, not logic alone.

The Philosopher Plato once wrote,

"3 things are needed to persuade people

Ethos, Pathos & Logos."

That simply means, logic, credibility & emotion.

Of the 3, the most critical piece most people miss in attempting to sell their products or services is Emotion. Emotions are the key to making more sales. Here's why.

Harvard professor Gerald Zaltman reveals in his book, "How Customers Think: Essential Insights into the Mind of the Market",

"95% of all buying decisions are subconscious and

Emotion is what really drives

the purchasing behaviors".

That said, you need to become an expert at creating the right emotions to slant the sale in your direction. (And away from every other competitor) That will never happen through facts and reason alone.

You surely need some details and information to give your prospects confidence in what you are telling them. You also need Social Proof from trusted 3rd parties who also agree with your statements. But far & away the biggest and most important thing you can do to make more sales is to create emotions that sell. How do you do that?

Here are a few simple, yet powerful ways you can create strong emotions in your sales presentations.

Color :

Using color in your presentation can create emotions. From your brochures to your presentation pieces, colors build an emotional foundation early on.

Learn what colors create what type feelings. The color blue for instance is the color of trust. Wearing blue is always a good idea when meeting with clients. Having said that, when I teach this idea at a seminar, less than 1% of people will actually start doing this.

The color Red is strong and aggressive. It's bold and invokes action. While it creates feelings of intensity and even anger. It's also associated with love and warmth. It is #2 at compelling action on a website. Oddly Orange is the #1 color for getting people to Take Action.

Keep in mind, the colors you choose to wear can and will affect your prospects emotionally.

Emotional Word Pictures

Our words shape our outcomes in selling. Some words work better than others. Why?

When it comes to communication, the single most powerful way to impact others is by using Emotional Word Pictures. Here's an example. Instead of saying "I was really upset", if you said, "I felt like a puppy chained to a tree." You convey much more powerful emotions and clarity. You affect the other person emotionally.

With a prospect you might say, "Just imagine you're cleaning your shower and the smell of mold makes you reel backwards. This product eliminates that worry". This will have a much greater impact on creating emotions than simply saying "It's anti-microbial".

Hot Button Phrases:

Hot button phrases are exact quotes your customers use during your conversation with them. You want to say them back later in your sales presentation. For instance, if they tell you, "I'm so tired of seeing this old worn-out kitchen." It's a smart idea to use this exact phrase back to them in your presentation. Here's how.

As you present your design you can say, "And you'll finally be rid of your old worn-out kitchen". Use the exact words they use to describe the problem. Those are their way of seeing the world. Nothing could connect more with how they FEEL.

Finding Invisible Drivers

Your Discovery process needs to include asking great questions. These questions when done right, can accomplish several things. The most significant of these is to reveal your prospect's Key Drivers or Buying Motives. What turns them on? What drives them crazy? What are the Biggest Factors Driving their buying decision? Tap in to this, and own the sale.

Stories

Stories sell. But why?

Stories sell because they connect at a deeper emotional level. A subconscious one.

When good stories are told well they hold our attention and captivate us in a way like no other. Stories have the power to take us on an emotional journey, convey deep truths and can lead us a to pre-determined place of understanding about your industry, your product or an service.

Stories done right can be the single most powerful way to persuade your prospects.

Every person in sales needs to up their game in storytelling. Most of us are not naturally gifted at storytelling. Take the time to study the art of storytelling.

Lastly...

Here's what I'd like to leave you with.

If you take time out of your busy day to focus on how to create greater emotions in your prospects, you will certainly sell more while creating deeper a connection with clients.

Kirk Heiner is an author, speaker and sales training expert with more than 30 years in sales. He's trained 1,000's of sales designers and sales reps from 100's of companies including Lowe’s, DuPont, Danze, Trend Group the NKBA, KBIS, Stock Building Supply, the SBA and many more. He can be reached at info@KBShowroomSales.com.