The Emotional Sale

When thinking about sales, generally, people’s first thought is buying or selling products or services. After all, this is what they will use and what is valuable. However, as we have learned in class, selling is not always about the product but the customer. Coach Dido showed this when he used the selling the pen example. Salespeople should put thought and time into how the customer feels. Understanding the customers’ emotions is an immediate tell of whether or not they will buy or whether we are wasting time. Salespeople should also try to understand people’s emotions, which can lead to a sale. For many buyers, their first positive response to a product is an emotional one. They justify their purchase of the product at a later time. Personally, many decisions I make, whether it is a buying situation, or, more often, a non-selling sale, my first thoughts are emotional, and then I have to drive back the feelings to make a rational decision. There are several ways to incorporate emotions into sales pitches. One of them is to tell a story. People immediately let their guard down and become more open to a sales conversation when they hear a story. We want to listen to stories and tell stories. Another way to get to customers’ emotions is to ask pointed questions. When we get to customers’ goals, it appeals to their emotions. They want to achieve their goals, and if we can open up opportunities to do so, they are more likely to make purchases. Another way to tap into emotions is to use powerful words that show a picture of what the product can do. When we think that we can see something, we are more likely to want it. Whatever ways are used to get to a customer’s emotional response, it is necessary because this is what is going to drive sales.