{"id":1199,"date":"2020-11-12T13:33:36","date_gmt":"2020-11-12T21:33:36","guid":{"rendered":"https:\/\/dickinsonent.com\/cortex\/?p=1199"},"modified":"2021-01-14T15:26:57","modified_gmt":"2021-01-14T23:26:57","slug":"emotional-selling-why-it-works","status":"publish","type":"post","link":"https:\/\/dickinsonent.com\/cortex\/emotional-selling-why-it-works\/","title":{"rendered":"Emotional Selling and Why It Works"},"content":{"rendered":"

If you are new to sales & marketing or even someone with some experience under your belt, emotional selling is much more prevalent than you have likely ever realized.<\/strong><\/p>\n

\"EmotionalIn fact, the more you learn about emotional selling, the more you will discover that this is a lighter form of apophenia, a condition where one has the spontaneous perception of connections and meaningfulness of unrelated phenomena… kinda like owning a Volkswagon Beatle and then seeing them everywhere. Now you perceive like you are part of a club and this is the way many successful items and services are sold & marketed.<\/p>\n

All decisions are based on emotional selling hooks.<\/h4>\n

So, in an effort to not make this a “how to take advantage of cognitive biases to make people want what you\u2019re selling” post,\u00a0 I had to examine my own language in this blog. This is NOT about manipulating your audience.<\/strong><\/em><\/p>\n

People are extremely emotional with their cognitive biases.<\/h4>\n

What is Cognitive Bias? Common in psychology, the term cognitive bias refers to an error in reasoning that causes us to deviate from good judgment and make illogical decisions. If you\u2019re responsible for selling, you\u2019re responsible for understanding people – so you should try to learn about cognitive bias and use it to your advantage. Again, this is NOT about manipulating your audience.<\/strong><\/em><\/p>\n

\"EmotionalOur irrational behaviours are not random. If consumer behaviour is predictable, then success in sales comes down to understanding emotional selling and communicating accordingly.<\/p>\n

You can\u2019t control the final outcome, but you can influence your prospect\u2019s decisions with confidence. We may feel like we\u2019re making logical and rational decisions, but so many influences subconsciously affect our emotions and steer our judgment.<\/p>\n

DISCLAIMER: With this knowledge, comes a responsibility \u2014 use it wisely (cue Star Wars theme). <\/em>There is a big difference between persuading someone to buy your solution and manipulating or misleading them. You are also susceptible to these biases so imagine the situation in reverse. Treat this tactic as an ethical influence. Use it to try and overcome objections, but remember that if you convince someone to buy something they end up not finding valuable, the negative customer experience could have a nasty impact on your business!<\/p>\n

\"EmotionalThe anchoring effect of emotional selling<\/h4>\n

Don\u2019t you love it when you go to book a holiday and the booking site has suddenly displayed a price drop? The cost is still high, but it\u2019s half the price it was before. That\u2019s surely reason enough to justify handing over your credit card, right?<\/p>\n

This is the anchor effect and we have all fallen victim to it at one point or another. In fact, 100% of our decisions are based on our emotions \u2014 the interesting part is that this is not psychological, but biological.<\/p>\n

Us humans are more emotional than we like to admit and rely heavily on the information we\u2019re given. However, that ten turns into an emotional response and we intuitively use that information as a base for how we feel about subsequent decisions that we need to make, e.g. buying or acquiring something.<\/p>\n

\"EmotionalIn fact, the very first thing you say matters in emotional selling. So, whether your first point of communication involves a call or email, you should always, carefully, plan out how you want to introduce yourself and make sure the first piece of info your prospect receives about your product sets a positive tone for the rest of the conversation. <\/span><\/p>\n