Years ago my father told me that “No one wants to be sold, but everyone wants to buy.” He shared that you may have the best whatever, price, product, quality, but until the buyer emotionalized the desire to buy, you would still leave empty handed.
In today’s busy and highly congested marketplace, I have observed that many people have failed to understand the necessity of building an emotional desire within the buying/selling process. Maybe this is why so many people say that they are into relationship selling, but their actions demonstrated that they are still clueless.
Finding the right words to build the emotions is always difficult because what resonates with one person may fail miserably with another. However there are several simple strategies that you can use to build emotions.
Strategy #1
People hear words, but think in pictures. Use words that allow the prospect or even suspect to create a picture in their mind. One of my favorite questions is Are You Where You Want to Be? This is definitely a thinking question that begins to generate emotional responses.
Strategy #2
Ask questions that initially begin to widen the gap between their current state and the desired state. Most people due to negative conditioning live in what I call the Land of Misery. Since misery is the only thing that they know, they are relatively happy because they do not know anything else. Note: This may be also called unconscious incompetence as within the Law of Process. Until someone can show them the gain (Land of Where I Want to Be) is greater than their current pain (Land of Misery), they will not take action. Some sales training experts refer to this strategy as building the pain.
Use the If and Then question. If you could achieve where you want to be, then what would that mean for you? This further allows the prospect or suspect to internalize the anticipated gain even deeper within their cognitive ability. Albert Ellis (Rational Emotive Behavior) understood that human beings are conditioned to look at the negative and then react from that negative perspective. Your goal is to reverse the negative thinking into positive thinking where the emotions are positively centered.
Remember, no one likes to be sold, but everyone loves to buy. Take the necessary actions to unlock the emotions within your potential buyer. You truly will increase sales and find more business success.
Emotions the Key to Increase Sales - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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