Logic Vs Emotion the need for balanced sales messages
Logic Vs Emotion the need for balanced sales messages
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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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.
Like this article? Share it with your friends
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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