As salespeople we tend to think that we are going to sell more through our expertise or having lots of information about the product (obviously product knowledge is important though it cannot stand alone) and by providing top notch customer service. All these things are important. However, the real key is to appeal to the customers’ emotions.
While scientists used to believe the decision to make a purchase was made from the rational mind, it turns out that emotions are in charge throughout the decision making process. Throughout our lives we make decisions emotionally. Only after the emotional decision has been made does the customer then justify that decision with rational reasoning. This is when the good salesperson re-affirms the rational reasons why the product or service is a good buy.
According to marketing professor, Raj Raghunathan, even people who believe that emotional decisions are not the main reason they buy, those who consider themselves to be very rational are more prone to fall into this trap.
When you work with customers in any capacity you will sell more when you engage emotions and when you start the interaction with the idea that these people are going to buy from you. The earlier you make the emotional connection the better off you are. Once your customers have made the decision that they like what you have to offer they are less likely to back out of the transaction, according to the researchers.
Be cheerful, complimentary, and engage the customers’ emotions. While the facts about the product or service are important, first you have to engage the emotions if you really want to make the sale as the rational part of the brain will only be used to justify their emotional choices.
A tip of the glass from me to you