Ever wondered why a marketing message doesn’t work?
Chances are that the message was completely logical. This especially holds true when the product or service is technical, and even more relevant when the person making the sale has a technical background.
Technical types are typically trades people or engineers. They're into hands on, logical, factual discussion. They're kinaesthetic people who use phrases such as "let me get a handle on this" or "let's roll up our sleeves and get down to it"
They're not used to talking in emotive, benefit rich terms, and therein lays the secret...
People make decisions emotionally and support them with logic. Both elements are necessary for the sale to be made.
Unconvinced?
OK, how many pairs of shoes do you own? Logically, you probably only need three or four pairs; black, brown, a pair of joggers and maybe some boots. Invariably the joggers aren't the $29.95 home brand at the local dime store. They carry a brand name. You know that they cost only a fraction of the retail price to make but you buy 'em anyway.
Your car. You probably spent over $500 on it, yet a $500 clunker will get you from A to B. Buy it cheap, drive it until it falls apart, get another one. That's logical.
Your watch. You can get a $10 watch at any nickel and dime store. It tells the time and maybe the date. That's all you need.
However, our emotions get in the way. We convince ourselves that we need the better shoe; the better car the brand-name watch because it makes us look important, it makes us feel better or whatever.
We associate ourselves with image and feelings all the time. Image and feelings are emotional.
You must look for the emotional hook your product / service offers. People make decisions either to gain pleasure or avoid pain; to move towards something or move away from something. In the business world we see this interpreted as make or save money.
It's not always as simple as money. Less than 20% of buying decisions are purely money based. If all buying decisions were money based, all credit card balances would be cleared every month because you'd only buy what you could pay for.
By identifying the emotional reasons why your product / service is a good idea for your prospect, and by backing those emotional reasons with logic, you'll make more sales.
A simple theory that’s highly effective when used.
Logic Vs Emotion the need for balanced sales messages - To learn more about this author, visit James Yuille's Website.
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Are your sales where you want them to be? Will you be one of the few who achieves sales success or one of the many who have failed to change? So what are you doing to change those results? Let’s be honest, with companies moving globally and at lightening speeds, the traditional business solutions are outdated and dead. My approach moves your business out of its comfort zone and secures your competitive advantage now. If you are seeking to increase sales, build customer loyalty, create a culture of great attitudes or just achieve some sleep filled nights, then we should talk because my clients have experienced exactly those types of results. Learn more about customer loyalty at http://www.processspecialist.com/customer-loyalty.htm Give me a call at 219.759.5601 for a free strategy session. P.S. If you are seeking a motivational speaker, sales trainer or small business expert that will leave your audience smiling and remembering, please feel free to contact me at 219.759.5601. - Visit Leanne Hoagland Smith's Website |
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James Yuille
(Visit James's Website)
James Yuille is best known for taking a
straightforward approach to customer
generation and retention. His sales career
started when he sent a direct sales letter
to a potential employer who hired him
without even interviewing him. For 33
years he has generated new business in a
variety of markets; representing
multinationals and small business with
both products and services. He has sold
the 'unsellable' and has taught hundreds
of salespeople how to improve their
results. He provides practical, sensible
cosultancy services to small and medium
sized businesses and has been responsible
for many successful on and offline
marketing campaigns. More than a marketing
consultant, yet not a business coach,
James partners with his clients to see
things from their side of the desk.
He is a trainer, consultant and copywriter
who is interested in two things; helping
you identify what works and keeping you in
focus.
Find out more about James Yuille at www.Jam
esYuille.com
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