When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion. Dale Carnegie ” Three days ago, I needed a baker for a job and a few of my friends sent some contacts to me. I contacted 5 bakers at the same time. Some ignored my messages while 3 responded. Out of the three who responded, two were in my city while the last one was at a different location entirely. But, I contracted it to the baker outside my city. Why? She appealed to my emotions, she went far and above and I literally loved her personality. I didn’t give her the job because she was the most qualified but rather, she appealed to my emotions and it made me feel good. In the real sense, I shouldn’t have contracted it to her because of the distance but I did and trusted her anyway. That is the exact thing emotional selling does to your business. In this article, I’ll be honing on what emotional selling means, how you can leverage a client’s emotions to drive sales, and how emotional selling helps your business. What is emotional selling? Simply put, emotional selling is marketing/advertising rightly done by appealing to your client/customer's emotions thereby influencing them to make a sales decision. Emotional selling is one that appeals to a customer's emotional experience and it basically deals with uncovering someone's motivation for purchase. Emotional selling has also been described as the emotional leverage on a prospect's feelings in making a sales decision. Emotional selling basically drives a customer's decision. In all of the foregoing, one thing remains constant and it is the use of an emotional appeal to influence someone's decision whether or not to make a purchase. How do you leverage a prospect's emotions to drive sales? Strong emotions whether positive or negative can dictate a customer's emotional reaction to whether or not to buy your goods/services. This only goes to reiterate the fact that emotions whether positive/negative has a role in influencing our decisions. The question then is, how then can you leverage your prospect's emotions to drive sales? Here are 5 emotions that can be leveraged in your sales campaign Fear is a negative emotion that builds up over time and, buyers may be driven to seek assistance and ask questions about what solution your product can provide and also, how it promises to revive their failing business as a result of their negative emotion of fear. Fear One way you can leverage this isn't to intimidate them into buying your products. You can leverage their fears by first allaying their fears. Help them plow through their barrier of fear by subtly introducing your services and what they stand to gain from them. I would be happy to respond to an email that suggests that the article I wrote was inspiring, that an interview I gave was mindblowing, or that my performance at the state's sports was amazing rather than a generic email from someone who hardly resonates with me. Build up their excitement Leverage this emotion by taking your time to do thorough research about your prospect. People love validation. Make them feel validated and seen. There should be a level playing ground. Understand that a lot of people are more emotional than logical beings and this is because emotions drive more than 80 percent of our decision-making, while logic makes up the rest. Fear can have a negative connotation when it pertains to danger, leveraged in sales, it's a strong motivator. You can leverage this emotion by showing your prospect what they stand to lose and gain from using your product. Show them testimonials of people with similar problems who have used your product and have scaled up. When you do, you're leveraging on their emotions to not miss out nor be the odd one out. Fear of missing out/Curiosity You can leverage this emotion by focusing on the grey areas which need some adjustment by your client and you can adopt the use of storytelling to encourage and embolden them. Hope Shame is a powerful emotion that you can leverage to drive sales, a typical example is making reference to a past mistake that cost your prospect a lot and how the mistake can get worse if they don't use your product. Shame How emotional selling helps your business It increases your customer satisfaction and improves sales. The fact is that every brand strives to achieve the highest standard of customer satisfaction. This further reiterates why brands invest in their customer service departments. This is because customer satisfaction affects your retainer ship and business revenue. A low customer experience inadvertently means low retainers. In research by Kolsky, it was discovered that only 1 in 26 unhappy customers actually complain. More importantly, though, 91% of unhappy customers who are non-complainers simply leave. Giving your clients/customers a more personalized service is one viable way to make good sales. The major reason for a personalized service is that it makes your prospects and clients feel like they're transacting business with real humans and this makes them more comfortable. As rightly pointed out earlier, emotions drive 80 percent of our decision-making while logic makes up the rest as such, your prospects, clients, and customers are real people who want to be heard, who wants to be listened to, and who wants to be seen. Genuinely focusing and personalizing your reach sets you apart from your competitors. Helps build your customer's loyalty Customer loyalty is the act of choosing a company's product over that of the competitors. When a client is loyal to a company, they're not easily swayed by any factor, either money, availability, or the rest. Customer loyalty is important because, without any repeat customers, your business might suffer a great deal. Leads to more recommendations According to Trustpilot, 89 percent of consumers worldwide make the effort to read reviews before buying the products. Recommendations help people make informed decisions. More client and customer recommendations are essential for businesses that want to thrive. Challenges your sales team to innovate new ways to drive sales and connect more with prospects. No company is exempt from sales challenges and this is because your company’s sales team are real humans who also have emotions. In this wise, emotionally selling provides new challenges for your sales team to get innovative on new and viable ways to successfully reach out to prospects and clients while leveraging on emotions to start a sales conversation. Also Published Here

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