Emotions are powerful motivators. They influence every purchase decision we make. Every day we buy based on feelings of love, fear, greed, guilt, anger, frustration, happiness, hope, and curiosity and then justify our purchases logically.
While we can try to avoid using them, the truth is if you want to persuade people to buy your products and services you need to appeal to their emotions. Your potential customers are not as interested in the features of your product or service as much as what it will do for them, give them, save them, make them feel or help them become.
So to help you get greater results from your marketing, advertising and sales meetings, here are the three keys to emotional selling.
1. Understand key emotional drivers
There are a number of key emotional drivers that motivate each of us. But the catch is they don’t affect us all, in the same way. Your job is to work out the drivers that will appeal to your customers the most. Here are just a few:
▪ To love and be loved
▪ To feel secure and have stability
▪ To feel important and receive praise
▪ To have pride in who we are and what we do
▪ To feel like we are making a difference
2. Know your audience
In order to appeal to your potential customer’s key emotional drivers you need to have an intimate knowledge of your target audience. You get this by looking at your past and current customers, what they needed, what they bought and why they bought it. You also get it by putting yourself in your potential customers shoes.
▪ What are their greatest needs and wants?
▪ What are their most pressing frustrations?
▪ What is their deepest fear?
▪ What keeps them up at night?
Once you begin to understand your potential customer and what they want and need from your industry and business, you can then identify which emotions you need to appeal to in order to push their buy buttons.
3. Tell the story
As you begin to talk or write to your potential customer, paint the picture of their current situation particularly the pain and frustration, they are experiencing. Once you’ve made them uncomfortable, give them hope, explaining what it could be like once they have your product or service.
By doing this, you are allowing them to have an emotional experience with your product or service before they even try it.
So the next time you are in a sales meeting or preparing your marketing material, remember words tell but emotion sells.