Emotion Sells

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 sales person 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!

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Make A Choice: Let Negativity Go in 90 Seconds

I was on my way home, the other night, and was listening to the car radio. The host of this radio program was interviewing Dr. Jill Bolte Taylor, a neuroanatomist who, at 37 years old and working at Harvard researching the brain, suffered a very serious and debilitating stroke. She made a full recovered and wrote a book My Stroke of Insight; A Brain Scientist’s Personal Journey, which was published in 2008.

I had heard of Dr. Taylor before, but was intrigued by some of the things she had to say, both in the radio interview and in the subsequent article I read online when I got home.

There were two things that made the most impact on me, one of which reconfirmed what I talk about in many of my seminars regarding emotion. On the radio she was talking about the role of emotions and the fact that we like to think that we, as human beings, are thinking people who have emotions. However, we are actually emotional people who think.

So please, when you or your hospitality employees are in the tasting room, access emotions first and then go for the thinking part of the brain. You will sell more wine.

The second thing, that really made an impression, I found in an online article talking about her book. The excerpt from the article read:

“…Taylor explains that she learned when her judgmental left brain was silenced that physiologically, negative emotions run their course in 90 seconds. Any bitterness, anger, pessimism or other such negativity after that time was a choice or habit, not an incontrovertible fact.”

Imagine what a difference it would make to the work environment, interactions with co-workers, employees and customers if we each made the choice not to hold on to any negativity for more than the 90 seconds. It would seem, from what Dr. Taylor experienced that holding onto negative emotions is a choice, or (and to me this is more likely) a habit. It’s a habit we need to break and a choice we need not to make.

I have not yet read Dr. Bolte Taylor’s book, though I will be getting it on my Kindle tomorrow.

A tip of the glass from me to you!