Striking a Chord of Emotion for Greater Sales

"When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion."

- Dale Carnegie

What exactly is it that drives a sale?

When a consumer chooses to buy, do they base their decision on meeting a specific need with specific requirements?

Or are there other components to the sale?

The marketplace offers a vast abundance of similar products and services. We have our choice of automobiles, sliced bread, long distance providers and laundry detergent. Few products and services are truly unique, and those that do create something new find the competition quickly scrambling to create something similar for a lesser price.

For example, we've all heard of Viagra. Now, Cialis is turning relaxing moments into a booming 56% market share for new treatment prescribed by urologists for erectile dysfunction.

What is it that you think drove that sale?

The answer is "emotion."

People are emotional creatures and base most of their decisions on emotions. There are two extremely strong emotions that people base their buying decisions on.

Pain and pleasure.

What is it that they can do to increase their levels of pleasure and help them avoid pain?

Don't mistake this for a simplistic idea. It's a simple idea but like all the best simple ideas, this is hard to grasp fully and is easy to misunderstand. The emotion that drives the sale is almost never a pure emotion. It's like a recipe. It's not just one ingredient. It's a conglomerate, a tidy bundle of ingredients that make up the recipe.

And so it is with the sale.

You need to understand that you're dealing with a complex mixture of emotions, not just one single, isolated emotion, and that each of these emotions carries with it different ideas, feelings, and beliefs. Some of these are very obvious, some almost undetectable.

And it's these nearly undetectable elements, these quirky emotions that strike your prospect that unveil their deeply rooted desires, leading ultimately to their decision to buy.

I'm going to give you a very simple exercise to help get you started digging deeper into your prospect's psyche to get to his core buying emotion.