WHY ARE EMOTIONS IMPORTANT WHEN SELLING ANY PRODUCT OR SERVICE?
WHY ARE EMOTIONS IMPORTANT WHEN SELLING ANY PRODUCT OR SERVICE?
For example, if we need to get from our house in the suburbs to our office in the city, logic tells us that we may need a car.
However, the kind of car that we choose, whether we buy, a ‘Cadillac’ or a ‘Porsche’ has little to do with logic. Here the decision has to do with a variety of factors from affordability to perception, our feeling about a certain product, how it matches our personality and how we may be perceived in the eyes of others.
Here emotions not logic control many of our selection choices.
Even the most important decision we make has nothing to do with logic—I am talking about the act of falling in love.
It has little to do with reason. We don’t coolly calculate or weigh the pro and cons as to why we are attracted to one particular person.
Emotions really lead us to buy certain brands for two important reasons:
One, we perceive them as being better for us.
Two, they make a statement about us.
Almost everything we choose makes a statement about us – our homes, the kind of furniture we select, our friends, our clothes, even the charity we support.
People give to a charity from the heart and not from the head.
Sure logic is important but people generally give because they are moved not because you have rationally presented a flawless argument.
Donors like to fell good. They like to feel warm or proud.
They like to feel that their help has played an important part in what matters to them, be it the environment or saving children’s lives.
For the donor writing that check is an act of love.
Research has shown that emotions account for more than three-quarters of our decision processes.
That is why all retail sales check out counters are stocked with impulse buying items that range from candy to magazines.
Another important point is that, many of our major buying decisions are based on two other very important factors.
First, the external need to be sold on a particular product or service. There are a variety of different ways this happens including a recommendation from a friend (word-of-mouth), being convinced by a sales person, the opinion of others, effective advertising or just coming to the conclusion by oneself.
Next, we need an internal justification for our own purchase decision. We all need to satisfy ourselves that we have made a wise choice. Our selection needs validation that it is was a smart decision. Here ‘cognitive dissonance’ can kick in, to help us calm our doubts. We need to read or hear positive things about the product or service we have selected to assure ourselves that we have indeed made a wise choice.
So your job is to do both, sell to the donor or buyer and give them reasons why they are making the right choice by supporting your charity or buying your product or service.
Good writing in our business is not academic writing but persuasive writing. Forget what you learned in school about good grammar, direct marketing or fundraising copy should sound like someone talking—like a conversation with the reader. Unfortunately, some academics I know also speak or communicate poorly.
Naturally the reader will raise objections and have questions, too. Anticipating and frankly answer objections in your materials, not only helps the reader make a decision in your favour but it also slowly build trust and helps close the sale.
So try writing from the heart, just sitting down with a piece of paper and honestly telling your story from your point of view about your product or charity. Using human interest and storytelling techniques.
Forget using a formula at the start. (“Make sure you ask for the gift or the sale at least three times . . . remember to balance emotionality with rationality . . . use the word ‘you’ more often than ‘I’ . . .etc. etc”) All that is secondary it should come later after your first final draft . . . You get my point!
WHY ARE EMOTIONS IMPORTANT WHEN SELLING ANY PRODUCT OR SERVICE - To learn more about this author, visit Billy Sharma's Website.
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Logic is important because it helps us make sound decisions including most of our buying decisions.
For example, if we need to get from our house in the suburbs to our office in the city, logic tells us that we may need a car.
However, the kind of car that we choose, whether we buy, a ‘Cadillac’ or a ‘Porsche’ has little to do with logic. Here the decision has to do with a variety of factors from affordability to perception, our feeling about a certain product, how it matches our personality and how we may be perceived in the eyes of others.
Here emotions not logic control many of our selection choices.
Even the most important decision we make has nothing to do with logic—I am talking about the act of falling in love.
It has little to do with reason. We don’t coolly calculate or weigh the pro and cons as to why we are attracted to one particular person.
Emotions really lead us to buy certain brands for two important reasons:
One, we perceive them as being better for us.
Two, they make a statement about us.
Almost everything we choose makes a statement about us – our homes, the kind of furniture we select, our friends, our clothes, even the charity we support.
People give to a charity from the heart and not from the head.
Sure logic is important but people generally give because they are moved not because you have rationally presented a flawless argument.
Donors like to fell good. They like to feel warm or proud.
They like to feel that their help has played an important part in what matters to them, be it the environment or saving children’s lives.
For the donor writing that check is an act of love.
Research has shown that emotions account for more than three-quarters of our decision processes.
That is why all retail sales check out counters are stocked with impulse buying items that range from candy to magazines.
Another important point is that, many of our major buying decisions are based on two other very important factors.
First, the external need to be sold on a particular product or service. There are a variety of different ways this happens including a recommendation from a friend (word-of-mouth), being convinced by a sales person, the opinion of others, effective advertising or just coming to the conclusion by oneself.
Next, we need an internal justification for our own purchase decision. We all need to satisfy ourselves that we have made a wise choice. Our selection needs validation that it is was a smart decision. Here ‘cognitive dissonance’ can kick in, to help us calm our doubts. We need to read or hear positive things about the product or service we have selected to assure ourselves that we have indeed made a wise choice.
So your job is to do both, sell to the donor or buyer and give them reasons why they are making the right choice by supporting your charity or buying your product or service.
Good writing in our business is not academic writing but persuasive writing. Forget what you learned in school about good grammar, direct marketing or fundraising copy should sound like someone talking—like a conversation with the reader. Unfortunately, some academics I know also speak or communicate poorly.
Naturally the reader will raise objections and have questions, too. Anticipating and frankly answer objections in your materials, not only helps the reader make a decision in your favour but it also slowly build trust and helps close the sale.
So try writing from the heart, just sitting down with a piece of paper and honestly telling your story from your point of view about your product or charity. Using human interest and storytelling techniques.
Forget using a formula at the start. (“Make sure you ask for the gift or the sale at least three times . . . remember to balance emotionality with rationality . . . use the word ‘you’ more often than ‘I’ . . .etc. etc”) All that is secondary it should come later after your first final draft . . . You get my point!
WHY ARE EMOTIONS IMPORTANT WHEN SELLING ANY PRODUCT OR SERVICE - To learn more about this author, visit Billy Sharma'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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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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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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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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