Implications, Emotion In Marketing and Sales
People don’t buy until they are in touch with their emotions. Emotion and motivation are closely linked. You can have a buyer that knows they need your product or service, but if they are not motivated to solve the problem, they won’t buy!
Any major purchase (excluding bubble gum or a cheap watch, etc.) is an emotional decision that we justify with logic.
People either buy to solve a problem (some pain or negative consequence) or for status (emotion & power). The best sales people help the customer to understand why they are buying. In the process, it gets the customer in touch with the emotion and motivation to buy.
Probing Questions To Uncover Implications (cost of not buying)
- What are you dissatisfied with in ___________ (your business, industry, marketing etc)?
- What is your biggest unresolved business problem? What are you doing about it? If nothing is being done about it… ask why?
- If ________ (problem) is not resolved, what would the implications be?
- How specifically would that affect you?
- What would the cost be? ($$, time, energy, reputation, dissatisfaction)
- How would you feel?
- What would ________ (person) think?
Staying Power
The key in this step is to have staying power. If you are going to probe and get people in touch with a bunch of emotions (some probably negative) don’t leave them there without going through the rest of the sales process.
Think about how you would you if someone came in and got you disturbed, frustrated and confused? Would you want to see that person again? Probably not! Be careful you don’t set up a negative association (anchor) to you, your company or product.
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