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CHAPTER 6 HOW TO GENERATE MILLIONS IN SALES & PROFITS

Conversion Strategy 3:
Get Them Into The Right Emotional State

As I mentioned earlier, people’s buying decisions are primarily
driven by their emotions, and justified by their logic. The
biggest mistake average salespeople make is to sell based on
cold hard logic. This always leads to a low conversion rate.

Super salespeople know how to get their customers to feel the
right emotions, the emotions that trigger them to buy. The
three most common emotions that drive buying behavior are
‘excitement,’ ‘greed’ and ‘fear’.

You have to get the prospect excited about owning the product.
They must think and feel all the wonderful benefits of having
it. At the same time, you must get them to feel the fear of what
they would lose if they did not buy. Also, instill in them the
fear of missing out on a great deal.

How do you get your prospects to FEEL those feelings of
excitement and fear? The secret is to feel those emotions
yourself! You must be truly excited about your own product
before you can transfer these emotions across through your
tone of voice and body language. You must genuinely feel
the fear for your prospects of losing out on a good deal. In
other words, this all comes back down to truly having passion
for what you are selling and really caring about the customer.

Conversion Strategy 4:
Sell them According to their Values

As I mentioned earlier, people buy something because it makes
them feel good. For example, people buy a Mercedes because
it makes them feel important. People buy an insurance plan
because it gives them a feeling of security. At the same time,
people also buy to avoid painful emotions. For example,

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 173