Emotionally based sales is the practice of selling based on emotion versus just the features and benefits of something, and it’s one of the most important things that I teach my clients.
The fact is that consumers buy feelings—a solution to their problems, something that invokes a memory, something that adds value to their lives—they’re not simply buying flashy features. The things consumers view as “necessities” are often categorized that way because they relieve some type of pain or provide relief.
Think back to the last big purchase you made, was it a car, a new computer, a purse, or maybe even a house? At first glance, it may seem that those purchasing decisions were based primarily on needs and desires, but, when you look a little deeper you see that emotions actually dictated a large part of purchasing decisions.
Solve A Problem, and Make Life Better
When it comes to sales, your sole mission should be to show your consumer the benefits your product or service will bring to their lives, not to walk them through all of the features and functions.
The personal benefit PLUS the return on investment are key elements to your sales pitch. Leveraging those personal benefits on an emotional level—i.e. “This will save you so much effort, so you can spend more time doing what you love (spending time with family, traveling—whatever applies)” will not only prove that your product/service will solve a problem for your client by saving them time, it will also add value by improving their lifestyle.
Be Mindful of The Terms You Use
In sales, words are everything—literally. Whether you realize it or not, your potential customer is paying attention to the words you say, and they’re resonating with them on a subconscious level.
Are you trying to target their fears to get them to buy into your product or services? Words and phrases like “consequences” or “suffer” are going to hit, for sure, but is that what you want them to associate with your offering?
Consider opting for confidence building, pleasure focused, and solution-oriented terms like, “empowering,” “reputable,” “opportunity,” “productivity, “effective,” etc.
Keep it Authentic to Build Trust
Emotional based selling also mitigates that pushy, “salesy” feel that can quickly turn potential customers away.
Trust me when I say, a customer never wants to buy from a brand or salesperson that comes across as manipulative or forceful—they want to buy from a brand or business that’s A. going to help them, B. got a proven track record and C. has reviews and testimonials they can trust.
When selling, tell potential customers about the benefits your product/service has awarded previous or current clients. Better yet, have those clients share about their experiences through testimonials you can add to your website or ask them for referrals.
If you need guidance on restructuring your sales strategy to build more on emotion-based selling reach out today. This is my area of expertise, and I’m here to help!