Customers’ emotions come in different shades

It seems society is loosening up. The Internet, music, movies, book titles, TV, and texting have created an “openness revolution” not matched since the ’60s. More

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Customers’ emotions come in different shades

Posted 12/24/12

It seems society is loosening up. The Internet, music, movies, book titles, TV, and texting have created an “openness revolution” not matched since the ’60s.

The recent explosion in popularity (and sales) of the “Fifty Shades of Gray” trilogy is leading me to believe the world of sales needs to loosen up as well.

It’s not that selling is particularly sexy or erotic – but it is definitely emotional. You, the salesperson, enter the sale full of emotion and do your best to transfer your emotion to the prospect – and even capture their emotion. Once there is emotional transfer and emotional agreement, the likelihood of a sale is much higher than a “professional” or “manipulative” approach or presentation.

To understand the concept of “Fifty Shades of Sales” more fully, you have to be aware of the way sales are made. The sale is made emotionally and justified logically.

You have made a significant emotional investment in the sale. Your emotions rise and fall with the decisions of other people. Sometimes you score. Sometimes you don’t. Either way, there’s an overflow of emotional energy.

Customers are also extremely emotional:

• Before they take ownership (need, desire).

• As you’re presenting (risk, doubt, caution).

• When they take ownership (pride, gratification).

• When something goes wrong (fear, anger).

Even price buyers express the (emotional) need, want, or desire to own something.

After the emotional decision is made – then they logically hunt down, justify, or decide on the affordability of the price.

Your challenge is to harness prospect-emotion and create enough of a positive atmosphere and perceived value to purchase from you.

GREAT NEWS: Your shades of sales are within your total control.

Here are the emotional elements and actions that will create a buying atmosphere:

• Asking emotional questions about their experience and wisdom.

• Your passionate, compelling presentation.

• Your personal, transferrable and consistent enthusiasm.

• Attitude that comes from your heart.

• Serving because you love to serve.

• Belief that the customer is better off having purchased from you – and believing that in your heart, not your head.

• Connecting personally and building meaningful rapport.

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