Sales Skills

5 Ways to Stir Customer Emotions

What is logic?  It is reason supported by facts.  What is emotion?  It is the feeling that leads us to act and react.  Emotion describes the intensity of how our body and mind will respond to an event.  Emotions drive us toward pleasure or away from perceived danger.  Perhaps, emotions are best described as signals from the subconscious that steers the decision making process.  This is especially true when logic sees all choices as equal.

There are several strategies to elicit emotion in purchasing decisions. 

A suggested list includes:

  1.  Goals, Passions, Struggles-  Create the setting for the customer to talk about his or her goals, passions and struggles.
  2.  State of Mind-  Do not start with your product or services.  Rather, gain a grasp of  the consumer’s state of mind.  Your quickest route to an emotional connection is found in one’s feelings.
  3.  Benefits not Features-  A feature is an attribute of a product or service.  A benefit is the way a product or service will solve the customer’s problem.  Benefits create emotion.  Features do not!
  4.  Story Telling-  Plant stories in your presentation to entertain, inform, advise, warn and educate.  Stories are capable of stimulating strong emotion.
  5.  Positive Attitude-  Emotion works hand in hand with the way one thinks about an issue or situation.   Your positive attitude influences emotion in purchasing decisions.

Making moneyThe single motivator in purchasing decisions is not data, or facts.  It is emotional response. 

People buy when they feel comfortable, when they feel they can trust you and when your process feels natural and reassuring.  In simplistic terms, people rationalize purchasing decisions based on facts, but they make decisions based on feelings.

It is always the heart which is touched first.  So, what does this mean to you and your business? Although you may take great pride in the “features and benefits” of your offerings, it is imperative that you assess the degree to which you are able to stimulate the emotions for those you serve.  In order to accomplish this, you must deeply engage your customer’s emotions in addition to, and even above, their intellect.  The simplest strategy is to find out what keeps your customer up at night as well as what drives them.

It is your discovery of their goals, passions and struggles which opens the door for an intense and lasting relationship – an emotional connection which transcends price and product.

 How do you elicit emotion in your own organization to drive the consumer to a purchasing decision?

-Scott Addis