Don't be shy, unlock the sale by finding the emotion

Would selling be easier if buying decisions were based on pure logic? All you would have to do is to quantifiably prove that your product/solution functionally delivers the required features to achieve the desired business outcome. All sales would be done via a RFP and you would only need to discuss functionality and price.

Sadly, as the key component in the decision making process is a human being, subject to emotional responses, this will never happen. Let me give you some examples:

• Dell are promoting their notebooks in a variety of colours. Why? - I met someone last week who wanted to buy his daughter a new notebook, he could buy a variety of models via his company, but his daughter did not like them she wanted pink
• A salesman said with incredulity to me, the key reason the MD wanted to change the phone system was that he didn't like the phone on his desk, it was "old fashioned".
• In the Sunday Times this week Jeremy Clarkson pointed out that if we were logical we would all by VW Golfs, why should we have small convertibles that mess up your hair, or 4x4's that get attacked by environmentalists, etc. - I am sure you get the picture.

All these are examples of how the emotional aspect of buying is frequently an important element in the decision making process; in the business environment as much as the consumer. The buyer is an individual after all. Just think about those throwaway comments you hear such as, "that's OK for consumers, but it's really design over function, our product is much more robust and is designed for a businessman". Apple already understand their customers are individuals who make buying decisions on grounds that are not always purely logical.

How should we use emotion in selling?

Emotions affect the decision making process in either a positive or negative manner, there is no middle ground.

• Red emotional triggers - These are the negative emotions which will act as a barrier to the sale. These are often associated with
• A fear that the decision will have a negative impact on the decision maker, "If I get this wrong I could lose my job..."
• Having a previously bad experience, "why should I trust you to sort out out my business communications when you can't get my home phone working"
• Have a personal preference for a different approach, "My way of doing this is best...."
• Green emotional triggers - These are the positive emotions that will support your sales, they are often associated with positive outcomes
• Personal reward - "by getting this right I can get the promotion I want"
• Translate a red emotion into a green - "I know that this way is different to your approach but it will allow you to achieve more..."

A great way to identify the emotional status of the decision making is to listen for the words that identify the emotional status; these include:

• Need, want, must have, achieve, now...
• Concerned, worried, pressure,  time pressure...
• Phrases that start with "I" 

Having heard these phrases, then standard selling kick in, ask questions to identify the real trigger behind the emotion, ask "why do you need it....", "why are you concerned....". Then you can address the issue and move forward (which could include qualifying yourself out).

How does marketing help?
Green emotions are all about the outcomes, so marketing should help sales articulate the outcome of their solutions (just the way consumer marketing tells you how you will look good, feel better, etc.), as opposed to the features of the product.

As an example, a supplier of office phone systems is no longer talking about how many extensions it supports and whether it has music on hold, instead they are focussing on improving efficiency of people, enhancing customer service, allowing flexible working.

People really do buy emotionally
That people buy from people is an over-used phrase, often by sales people who are trying to justify their existence. The reality is that it is the emotional aspect that drives the sale, and it is only during the sales conversation that the emotional triggers are identified. That is not to say that we cannot drive the emotions, you only have to look at someone like Apple to see how emotions can be used to drive a sale, just try and tell them that a standard notebook based on Microsoft Windows is a better technical solution!

Want to know more? Visit our website www.sales-accredit.com or contact me directly mark.savinson@sales-accredit.com

Next week we will look at pricing and negotiation.