Written by Sean McPheat |
In a previous blog, we highlighted five ways to improve your sales with some home truths that many of you have responded to.
The first of those truths was that people buy, not because of intellectual reasons like price, quality and service, but because of emotional needs and wants.
The truth is that we as human beings are emotional creatures walking around in a body. We like to think of ourselves as rational, thinking persons, but a home truth is that our decisions are made with our emotional brains and then we justify that with logical thinking to back ourselves up.
How many times have you bought something purely on price alone, without thinking of the consequences of that purchase? Being driven purely by logic turns us into automatons, robots with no thought patterns of our own, our decisions created by the logistics of the product. That doesn’t seem to fit right with our experience.
Yes, the rational reasoning is important to us, but they only back up the fact that we feel good about the purchase. The emotional connection concerning the value and benefits of it all have to be considered first.
The old cliche ‘people buy from people’ is still true in the majority of cases. How do you feel dealing with someone you don’t get on with? Do you trust them, respect them, honour them?
So if your clients are mainly making decisions based on what their emotional needs and wants are, what can you do to satisfy them? Remember that people are often driven by basic needs like safety and security, so convince them that they are making the right choice because of how it will make them feel safe and secure. They are making a sound investment, or they can be safe in the knowledge they are getting great value.
Appeal to their status needs, if you have found out they make choices based on how it will make them look in others’ eyes.
People will only make decisions when they are in the right state to do so; don’t try and sell when they are obviously not in the right emotional state to deliberate or consider the choice.
By being aware of this simple home truth, you will avoid the average salesperson’s downfall of only concentrating on intellectual needs and missing that vital ingredient that we all use in making decisions – the emotional connection.
We’ll tackle the other home truths in future blogs.
Originally published: 7 July, 2010
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