Regardless what you sell in the residential marketplace, you have no doubt been indoctrinated with lots of features and functions about your service or product. You need all that instruction because prospects make buying decisions because they have carefully considered all your information, right? Wrong.
Buying decisions are always the result of an emotion that moves people one way or the other. While feature and functions you provide may help, their emotion is much more important than your product information.
Author and consultant Geoffrey James provided me the inspiration for explaining this concept. He preaches that when salespeople learn to understand temperaments and emotions, they will relate and sell better.
All buying decisions stem from the interplay of the following six emotions:
- Greed. “If I make a decision now, I will be rewarded.”
- Fear. “If I don’t make a decision now, I’m toast.”
- Unselfishness. “If I make a decision now, I will help others.”
- Envy. “If I don’t make a decision now, my competition will win.”
- Pride. “If I make a decision now, I will look smart.”
- Shame. “If I don’t make a decision now, I will look stupid.”
Every successful sales discussion either creates or magnifies one or more of these six emotional states. When one of these emotional states is present, a buying decision becomes inevitable. You job is to identify it and use it as leverage when necessary.
————BAMA Weighs In————
“Doug’s online training sessions have been a valuable addition for our sales training. The subject matter includes all facets of the sales process and helps eliminate the isolation effect of single operations by allowing participants to share success stories and ideas across multiple markets.” Dwayne Hazel, Pest Control Franchisee – Tuscaloosa, AL.
Understand Your Customer’s Belief Perspective
The prospect’s perspective within these emotions is what determines how each emotion plays out.
For example, if a homeowner is considering upgrading their insulation, they need to know the potential energy savings. If they happen to be a GREEN or a RED temperament it’s likely their greed will then kick in. Proof that this upgrade will pay for itself in only three years may be the reward that triggers the purchase.
On the other hand another homeowner considering an insulation upgrade may be a BLUE or YELLOW temperament. By highlighting and emphasizing that your insulation offering is a green product that is kind to the environment, the emotions of unselfishness and altruism may emerge. This homeowner may see himself helping others as he does his part for the environment in addition to saving money himself.
Therefore if you’re going to reveal the emotions that drive decision-making, you need to know some of the beliefs that folks hold and use for evaluation. A better understanding of temperaments will be a big help.
And that means observation and evaluation. The more you learn about your prospects, the more likely you’ll be to determine how their emotions will guide and frame buying decisions.
Folks have heard me say “the facts don’t count” time and time again. This is a good example of what I mean. I realize it sounds crazy but emotions are the engine while facts are the caboose. More often than not people go back and “remind themselves” of the factual basis for a purchase, while the decision was made previous to this from a nudge to their emotions.
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