Karen Keller
Emotional triggers are at the heart of every sale. People decide first based on emotion, then they justify their decision to buy using logic.
When you get a handle on the emotional "reasons" and triggers your target market uses to make their buying decisions, then you can push those emotional hot buttons when designing your selling strategy, your email promotions, and your social media approach.
At least this is what the experts say.
Is this true? Well, yes and no.
Now that doesn’t mean all we see or hear is the emotional aspect. In fact, the emotional aspect is kept quiet. Why? Because it isn’t acceptable to broadcast that a decision has been made by using mostly emotion.
Logic is the process of justifying in our mind what we want to do (or just did) emotionally.
Women understand this because they’ve been living with this for years, or they’ve been accused of this for years (depending on how you look at it).
Until now.
Research, customers, and leaders are recognizing the worth of emotions in every aspect of work, family and social existence.
Knowing this reality begs the question: what is Sales Psychology? It is the use of psychology or human nature to sell a particular object, idea or concept to a person. Big companies like Amazon, Ebay, Yahoo, and Google use this every day and are very successful at it.
Here’s how they do it. It’s based on the words you type into your computer. They keep track of what you search for, what you buy, or what you consider buying, and they create a list of what they think you will be interested in. They send you personalized messages based on what you tell them. It’s that simple.
The essence of this type of marketing is to help people make the right decisions - to buy from them. The core of this communication is persuasion, and the way they persuade is to use emotional triggers.
Psychologists tell us there’s a huge difference between what we think in our mind and what we feel in our heart. The hard part is reconciling these two things. It can be done.
Are you marketing to your prospect's hearts or to their minds?
You need to do both.
If you start a conversation with your prospect by showing all of the great things your product does, then you’ve lost them before you even got started.
Why? Because . . .
- Benefits appeal to Emotions
- Features appeal to Logic
- Logic justifies Emotion
- Emotion drives Sales
Knowing this one exact piece of psychology can make all the difference in your success.
I challenge you to go a bit deeper than talking to your prospect’s mind. Today’s consumer is an educated consumer. They "see" through the hype. They aren’t impressed with all the talk.
They want to see action. Proof. Results.
They want to feel something. How are you making them feel?
They identify with emotion - their emotions. Tap into what emotional state they live in or are afraid of.
This is where you use your "emotion" words.
Words like appalled, tickled, charmed, betrayed, isolated, joyous, and amused to name a few. Words that instantly bring your prospect to an emotional state, and where they get in touch with what they are feeling at that particular moment.
It’s smart to engage with your prospect on a core level of what they want most. What are their basic needs? Are they getting them met? How will you meet them?
In the next part of this two-part series, I will discuss the steps you take to tap into your prospects major hot button. Hint – there are seven of them!
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