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Guest post by: Riley Cardwell Become an Author

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Ever wonder what the next wrinkle in effective sales will be?

In today’s competitive marketplace, we need every edge we can get.

And how might our future look if we can discover what that next edge will be?

The answer is selling emotions and desires. Yes, your future is determined by how well you can sell a desire rather than a product or service.

Most of us have heard the old expression about selling the sizzle rather than the steak.

You may feel that such a sales approach lacks real substance; that you need to provide your client something of almost tangible value.

It’s true. You do. But did you know most people prefer to spend their money on products and services that enhance their emotional well-being?

So what does that tell you about what you should be selling and how you should tailor your presentations?

Today, reaching our target market is simply no longer enough. Once we reach a potential client, we must both interpret as well as help shape our customers desires.

The very essence of good sales is helping your client make the decision that’s best for them regarding your product or service. In order to do that, you must know what their emotions are in that arena.

So let’s take a look at some basic desires and emotions that are common to most everyone –

The desire to be free – This desire is currently expressed in our culture in a big way. Cell phones, laptop computers, and even wireless service. On line bill paying. Click and go. One stop shopping. Anything that gives people the sense of not being tied down.

“How can I save more time and become more efficient?” is a question we hear a lot these days.

So how can you include the element of freedom into your marketing of your product or service?


The desire for social recognition - Studies have consistently shown that the number one thing people desire, even over money, is recognition. Recognition is a powerful emotion and can be expressed in many different ways. Awards, buyer reward programs, and endorsements are just a few.

Power is another. How can your product or service empower your client? What new powers will it give them? What powers that they have now will it increase?

Certainly one of the biggest ways the desire for social recognition displays itself in our culture is through having more money and the material things money will buy. How will your product or service help you client achieve that?

The desire to be a hero – While this last desire is admittedly not for everyone, for those that do have this one, it is very strong.

How can what you have to sell make someone a hero? How will it make your prospect look good in other people’s eyes?

Finally, remember that mattress sales people don’t sell mattresses; they sell a good nights sleep and sweet dreams. And newspapers don’t really sell newspapers, they sell news.

Make desires affordable for your clients now. Sell desire and succeed.

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