Have you ever purchased a product that you don’t really have need for, maybe because the sales person treated you nicely, pumped up your ego or lavished compliments on you? You were certain that you don’t have any need for that product, yet, you found yourself buying it. It’s very obvious that you are making a bad decision, and you have all the reasons not to make the purchase or opt out, but you did just the opposite. You bought the product, only to give yourself a perk, convincing yourself that you made the right decision. Maybe it could be of use to me in the future! Or better still, I can give it out to some other person as a present (everyone knows that I am generous).
Logic versus Emotions
Most of the decisions we make as human beings are driven by emotions rather than logic or common sense. Though, some might argue, suggesting logic to be superior to emotions during decision making process. The reality is that people are appealed on a deeper level by emotions than common sense. These emotions could be love, anger, jealousy, greed, pride and so on.
This does not dismiss the fact that some people base their decision on facts, derived from thorough observations, findings and research. However, a whole lot of times, despite their almost impeccable conclusion, they seem to follow their heart, because it’s harder to ignore emotions.
We make decisions when our emotions are stirred in a certain way. There are times when we make purchases, not really because they are excellent products, but because the sales person connected to us in a manner that made us to buy in order to show reciprocation, sometimes, buying at relatively higher prices. We make purchase decisions based on emotions, only to justify our decisions with logic.
No doubt, as rational beings, we evaluate the various options or choices presented to us, but when our emotions are touched in a certain way, we tend to abandon our common sense, following our feelings or emotions.
Beyond Common Sense
In this regard, if you truly want to increase your sales volume, you need to go beyond logic and touch the heart of your customers. Your sales pitches, messages or campaigns have to steer the desired feelings that would impel them to take action, which is buying your products and services. You have to create an emotional connection with them. Though, they are interested in the features and functionalities of your products or services, but a proper mix of this and a strong emotional connection with them is magical. It drives them into taking action.
Off course, everybody is unique in his or her own ways. What worked on a given person might not work on another person? Some people respond more to the emotions of fear than they would on any other emotions. There are people are motivated to take action if their action would give them the opportunity to show or receive love. Some other persons would take action in order to vent off their deep rooted anger or jealousy just to send a message or take a revenge.
Related: Coping with rejections during sales
Unlocking Customers’ Emotions
Your job as a sales person is to connect emotionally with your prospects/customers to discover the keys that will unlock those emotions that will steer them to take actions. Though am not suggesting that you manipulate people in order to close sales or increase sales volumes. You can start by developing genuine interest in your customers by asking the right questions. Who are your customers? What is their demographic make-up? What are their preferences and interests? Find out as much as you can about them. Communicate to them in their language. Most importantly, you have to strive for an emotional connection with them by speaking to them in a manner that touches or steers the needed emotions for them to take actions. To drive sales like wild fire, you need to drive an emotional connection with your customers.
In the next post, I will be sharing with you some practical tips on how you can leverage on your customers’ emotions to drive sales.