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Emotional selling

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  • 1. Emotional Selling
    Sales Meeting
    April 20, 2011
    How do you want your clients to feel about your business?
  • 2. VIDEO
    How to Use People’s Emotions to Sell to Them
  • 3. Emotional Triggers
    Before meeting with clients, prepareby anticipating concerns:
    Sellers get emotional about selling their house,but we need to help them be logical about it.
    Buyers get logical about buying a home,but we need to help them be emotional about it.
    When a client become clear about their motivations, dreams and desires, it allows the agent to find the home that will drive the client to take action.
  • 4. Ways to Appeal
    A brand is an emotion
    Husker Dream Homes
    Support:
    Community events
    Schools
    Medical research
    Get people to know you by something other than real estate
    Experience Creator/Experience Enabler
    Your services do not differentiate you, the experience you providedoes
  • 5. The “Pain” Step
    Get inside the mind of your consumer and try to figure out the hidden motivators for buying your product.
    Discover the clients “pain” for purchase
    Be sure everything you do — everything — taps into that emotion in one way or another.
  • 6. Child-Parent
    Paint a Picture of a Child-Like memory: Get them thinking about their past
    Get them talking about where they grew up
    Do they have a lot of siblings/children?
    Were their parents real estate investors?
    Or where does there interest in investments come from?
    Did they move a lot or do they have memories of one home from their entire childhood?
  • 7. Trust
    Give them a reason to trust you!
    Keep your word; don’t promise what you can’t deliver.
    Good communication:
    Make sure your clients know what is going on every step of the way.
    Explain what they can expect, and what is expected of them.
    Keep them in the loop (phone calls/e-mails)
  • 8. How to Respond
    Listen to Emotion without Emotion
    The client is looking for acknowledgement and response to the emotional distress
    Reassure the client that you are aware of the emotional distress (Stay above them emotionally)
    Be Patient
    Allow long pauses
    Wait for the opportunity to interject
    Speak Softly
    Reiterate
    Showing understanding and letting clients take their time to deal with whatever emotion they need to deal with, is the best response you can offer.
  • 9. USP vs. ESP
    USP: Unique Selling Proposition
    Logic and reasoning as to why someone should select you
    ESP: Emotional Selling Proposition
    Can your service make the client feel:
    Important
    Valued
    Part of a unique group or select band of people
    Whole
    Remembered
    Attractive
    Trendy
    Hip
    Safe
    Accepted
    ESP can use both positive and negative emotional appeals:
    • Positive: Humor, love, pride, and joy.
    • 10. Negative: Fear, guilt and shame.
  • Don’t Totally Disregard Logic
    If people decide emotionally, they still justify rationally to themselves and to other people; give them both
    Use:
    Emotion to Appeal
    Logic to Confirm
  • 11. Track Your Results
    Clients may be reluctant to share emotional feelings
    Prompt them: “Was that frustrating?”, “You must be relieved.”
    Determine which questions produce the highest emotional response
    Modify approach as necessary
    Be consistent– don’t give them half of an experience
  • 12. Break It Down
    (1) Think hard about your customer segments. Good segments reflect behaviors - remember that even customers who are demographically similar may have very different behaviors and preferences.
    (2) Think deeply about the customers' situation as they are interacting with your offer. What's on their minds? What are they worried about? Looking forward to? Would they rather be doing something else than dealing with whatever issue you solve for them?
    (3) Consider what emotions you might legitimately play to. Do some brainstorming with members of your team - what could they come up with that might trigger that connective feeling.
    (4) Experiment- try the appeal out and observe how they behave. Observation is key. Customers often won't - or can't - tell you what is really driving their behavior.
  • 13. When you need a break, take it!
    Bad days will happen, but you will see some wonderful emotions too
    Buying a home often evokes tears of happiness and pride
    You have to take care of yourself first, or you will have nothing left to offer your clients
  • 14. Questions | Comments