One of the most important things to remember in sales is that your customers are humans. The funny reality about humans is that they are by nature very emotional creatures. For example: If you and/or your family are facing a hard to solve problem, you as a human will be stressed out. If you are about to take a dream vacation with your loved ones you are excited. If you (or someone you know) are hungry then the whole world just might end. The point is, that everyone (except maybe psychopaths) feels emotion about every event that happens in their lives even if we are to busy to notice. So now we ask ourselves, why in sales do we focus so much the on rational, logical reasons our customers should purchase our product? The answer? We shouldn’t.
So now that we know how our customers are making their decisions, we need to find a way to incorporate that into our sales pitch. And its easy, all you have to do is pay attention. You will find more often than not that your customers want to tell you about whatever emotion led them to your product.
Do you sell houses? Your customer might say: “We are looking for somewhere safe” the emotion behind that sentence: safety and security.
If you sell pool heaters they might say: “I want my kids to be able to use the pool” the emotion there: happiness for their family.
Whatever the emotion, it is your job to connect your product to that reason. If for some reason you can’t figure it out don’t be afraid to ask your customers what led them to your product in the first place. If you still can’t figure it out after they tell you, well then sorry Charlie, its back to charts and graphs for you.
Once you have sorted out the emotional reason your customer is interested your product, build your sales pitch around it. Tell them about how your product will fill that emotional desire then justify it with logic and facts. Over come objections by circling back to the reason they called/meet with you in the first place. Tell them that if they want x that your product can give it to them and close the deal.
If you are dealing with multiple customers at once, keeping tabs on the emotional drivers of each of your customers can be difficult or at the very least time consuming. A quick tip is to use a CRM system that will allow you to customize your entry fields and add the line: Emotional Driver. That way when the customer calls you can quickly check it and steer the conversation in the right direction.