Emotional Selling Sales Meeting April 20, 2011 How do you want your clients to feel about your business?
VIDEO How to Use People’s Emotions to Sell to Them
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.
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
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.
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?
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)
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.
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:
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
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
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.
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