What drives sales. Feelings or Logic?


SALES ARE BASED MOSTLY ON EMOTIONS AND FEELINGS AND 
THE DECISION IS BACKED UP WITH LOGIC

Last year I actually invested 150% of my time exploring the science beyond online branding, marketing and selling in B2C. Created personal web page and e-learning programs. Unleashed principles of the mind flow along the buying process. Learned to make effective marketing campaigns and sales funnels. Dived in patterns of the traffic management on the social media. Probably, and no kidding, over the last 5 years working for a corporate organisation I haven’t learnt that much I learnt just in the past 12 months. And … this is important … I have not felt the meaning of the above sales rule more than in the virtual world where you need to convert cold leads to buying clients in a digital or online way.

Already before but also on my journey I have noticed that B2B and B2C are considered as completely different worlds. After 20 years of sales and business development in B2B and 2 years of coach-consulting in both, B2B and B2C, let me to compare those like selling to food manufacturing companies and selling to restaurants in foodservice. You don’t need different products or skills necessarily. You just need a different approach – language, service, packaging…

I will touch on some differences along this year so stay with me if you are interested but should I name the one that resonated with me the most, then I would say that in B2B arena sales managers sometimes underestimate the fact that they are selling to people. That sales world is much more a game of people than a game of numbers. And that, no matter what’s the umbrella (small-size or corporate company), they need to attract people and to address their needs first if they want to make a deal. By other words, in B2B arena sales managers sometimes underestimate the fact (or aren’t aware) that an emotional selling proposition has a precedence on a unique selling proposition.

How about you? Do you develop Emotional Selling Propositions along with the Unique Selling Propositions that are being developed by marketing?

If you follow me on LinkedIn then you might have read my post about emotional intelligence being the major differentiating factor that helps maintain the unique company advantage in the period of AI. Yes, it really worths investing into EI development especially if you are in customer-facing roles. Because your prospects make their buying decisions based upon emotions and back that decision up with logic and not just logic alone via your USPs. And it’s the valid point especially now, in the period of never-ending lock-down, when sales managers are forced to sell via telephone and when there seem to be so little differences between their USP’s and those of their competitors!

So, what is the Emotional Selling proposition (ESP)? Here is the definition: Your ESP’s are your products/service/companies’ emotional levels that help the prospect to buy. Wording, content and style that trigger emotions.

To develop your ESP, you might like to think about feelings and the emotions that you want to stir up with your prospects and clients and use this in your sales meetings and/or calls. Can you make the prospect

  • Feel important
  • Feel valued
  • Feel clear
  • Feel involved
  • Feel benefiting
  • Feel respected

Having said that, think about the preferred communication style of your prospects or clients and the right questions you need to ask to unlock their emotional triggers.

Let your year 2021 be healthy, joyful and successful!
Cheers.

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