Emotional Sale
Isn’t every decision
related to some emotion? Be it regarding your business, shopping or personal
matters, we tend to believe that our decisions are taken rationally. But they
are actually unaware that emotion is always a part of the decision-making
process.
Emotional sale refers
to the process of sellers making an emotional connection between the
prospective customer or client and the product he is trying to sell so as to
close the sales. You can provide a ton of arguments to convince the prospect
about the product’s benefits but until and unless you hit the emotional note to
make them buy it, your efforts are invalid.
There are two potential
approaches to emotional selling – Positive approach and Negative approach. In a
positive approach, the seller highlights the positive features of the product
which could cause good things to happen in the future. Whereas in the negative
approach the product is presented as a cure or prevention for the prospect’s
requirements or issues. The negative approach is commonly used by salespeople
but that may not be effective on everyone.
Starting with positive
questions is always recommended because you don’t want to raise a fear reaction
from the prospect. For example, asking them “What's your biggest problem right
now? How long have you had this problem?” focuses on what the prospect hopes to
gain. From here the salesperson triggers the emotional approach to build a
personalized connection between the prospect and the product. The more
convincingly he presents, faster will he close the sales.
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To Know More Rajagiri Center for Business Studies Kerala
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