DO EMOTIONS SELL? OF COURSE THEY DO! We buy the sizzle, not the bacon. We buy the promise, not the perfume. We buy the lifestyle, not the house. The vast majority of people buy based on emotion, not logic. They decide to buy because “it feels right,” then use logic to justify the decision to themselves. Therefore, the better you are at making an emotional connection between the prospect and whatever you’re selling, the easier you’ll find it to close sales. Your job as a salesperson is to help prospects see the benefits that they will gain from owning your product.

Benefits have an emotional hook; that’s what makes them different from features and that’s why they are effective for selling, while reciting a list of features just makes a prospect’s eyes glaze over. You can and should start the benefit-connection process right from the first moment of contact.

Do Not Start By Pushing Your Product’s Benefits. Instead, Start By Talking About YOUR Benefits

At this point the prospect does not know or care about your product; your first step must be to show why you are a reliable source of information. The prospect has to believe in you first before he will believe what you have to say about your product. So start by telling your prospect what you do, in a compelling way. Do not load your introduction with technical terminology.

Remember, The Goal Is To Connect On An Emotional Level, Not A Logical One

Customers make purchasing decisions because they have carefully considered a set of good information, right? Wrong. Customers make decisions at the gut level.

Buying Decisions Are Nearly Always The Result Of A Change In The Buyer’s Emotional State

While information may help change that emotional state, it’s the emotion that’s key, not the information.

Buying decisions stem from the interplay of six emotions:

  1. “If I make a decision now, I’ll be rewarded.”
  2. “If I don’t make a decision now, I’m toast.”
  3. “If I make a decision now, I’ll help others.”
  4. “If I don’t make a decision now, my competition will win.”
  5. “If I make a decision now, I’ll look smart.”
  6. “If I don’t make a decision now, I’ll look stupid.”

A successful sales approach either creates or augments one or more of these emotions. When enough of these emotions are present the change occurs within the buyer’s emotional state and a purchase decision becomes inevitable.

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