Page 66 - Training 2019

They decide to buy because it “feels right,” then use logic to justify the decision to
themselves.

So, the better you are at making an emotional connection between the prospect and
whatever you're selling, the easier you'll find to communicate, and hold their attention
to discover more of their needs leading up to a soft close sale.

Emotions then, should be of prime importance to salespeople. If your pitch doesn't hit
an emotional high note, your chances of making a sale diminish considerably.

But which emotion is the right one to appeal to? As they come down to a mixture of
the following six feelings:

1. Greed. If I make a decision now, I will be rewarded
2. Fear. "If I don't make a decision now, I'm toast."
3. Altruism. "If I make a decision now, I will help others."
4. Envy. "If I don't make a decision now, my competition will win."
5. Pride. "If I make a decision now, I will look smart."
6. Shame. "If I don't make a decision now, I will look stupid."

Let’s look at Prospects Benefits before product benefits

Your job as a salesperson is to help prospects see the benefits that they'll gain from

doing business with you. Benefits all have an emotional hook; that's what makes
them different from features and that's why they are effective for selling while reciting

a list of features just makes a prospect's eyes glaze over.

Don't start by pushing your product's benefits at this point the prospect doesn't know

or care about your product; your first step must be to show why you are a reliable
source of information. The prospect must believe in you first before he'll believe

what you have to say about your product. Don't load your introduction with technical
terminology. Remember, the goal is to connect on an emotional level, not a logical

one.

Choosing which to focus on depends on your buyer's personality (what will resonate
most with them?) and your offering (what most closely reflects your value
proposition?)

SALES TRAINING – IDENTIFYING OPPORTUNITIES 2
Updated - 24 June 2019