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Guest post by: Milly Sonneman Become an Author

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What’s the secret for success in sales presentations and public talks? To dramatically improve the results of your presentations, build an emotional bond. Find out the fast and easy way to do this right now.

Why are emotions are so important? Emotions drive our major decisions. You’ve heard and seen this in action. Maybe even in yourself, a friend, or a spouse. Let’s look at a classic purchase: buying a car.

Purchasing a car is a major decision. But as seasoned sales people will tell you, it’s not a logical decision. It’s an important, expensive and major decision that’s made emotionally.

Just think about the words people use to describe their cars. “I’m in love.” “I’m thrilled.” “I can escape.” These are not logical terms. They are emotional ones.

People fall in love with the color, the shape, and the feeling of powerful freedom. Some lust after the ‘new car smell.’ Others love that it’s brand new and they are the first ones to break it in. Many people make non-logical decisions based on images, advertisements and beliefs.

This is not the only time when emotions drive decisions. Just consider how many decisions are based on emotional factors—rather than logical ones. Choices about where to go, what to do, who to date, and whether to make a purchase. Many people make these choices based on gut feelings—not a logical, reflective process.

What’s this mean for your sales presentation?

Don’t fight the way people are wired. Appeal to emotions. Build your presentation to connect with core emotions. Tell emotional stories. Show compelling images. Capture imagination through emotions.

Naturally, there are a host of emotions to choose from. Some professional sales presenters prefer to appeal to ‘negative’ emotions. Pain. Suffering. Guilt. Worry. Concern. Anxiousness. They salt their presentations with the painful and fearful states that are troubling their clients.

These are the presentations that inspire people to take action—to avoid negative consequences. If you look around right now, no doubt you can spot these sales techniques in action.

Others prefer to appeal to ‘positive’ emotions. The joy of a purchase. Escaping the grind. Delighting in time spent with family and friends. The rewards that you so desperately deserve.

Presenters who use positive core emotions often attract buyers who are hopeful and longing for these glowing states.

For a truly masterful sales presentation, understand what is driving your audience. Many people believe that fear is the most influential emotion we have. For instance, in many advertisements for sales presentation training, you’ll see fear and avoidance of fear used as a magnetic pull.

“Fearless presenting.” “Never feel foolish again.” “Crush nervous jitters.” These statements tap into core fears of stumbling, blowing a big sale, or trembling in front of an important client. No one wants to feel foolish, insecure and guilty of blowing a big deal.

If you’re used to always approaching your sales presentations from a logical, point-by-point method, explore the power of emotions. If you tend to favor one emotion over another, stretch yourself. The more you can use the entire palate of emotions skillfully, the faster you will dramatically improve the success of your presentations.

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