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Emotion, Logic and the Sales Funnel

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A 10 minute introduction to how emotion plays a role at each stage of the buying decision. Getting your tone right can make the difference between winning or losing that crucial next piece of business. Aimed at business owners, particularly in a business-to-business setting.

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Emotion, Logic and the Sales Funnel

  1. 1. PUSHING THEIR BUTTONS Where does emotion come into play in the sales funnel?
  2. 2. Ⓒ Clear Thought Consulting Ltd Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase
  3. 3. Ⓒ Clear Thought Consulting Ltd LOGIC EMOTION Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase
  4. 4. EMOTION = AWARENESS <ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd AWARENESS <ul><li>If actively looking, they are usually trying to resolve an issue. </li></ul><ul><li>If they’re not actively looking you will need to grab their attention, best done emotionally. </li></ul><ul><li>THINK – headlines, ads, virals. </li></ul><ul><li>Seen someone you fancy? </li></ul>
  5. 5. EMOTION = INTEREST <ul><li>You need to let them check you out without having to talk to you. </li></ul><ul><li>THINK – website, events, blogs, downloads. </li></ul><ul><li>See if he’s on Facebook? </li></ul>Ⓒ Clear Thought Consulting Ltd INTEREST INFLUENCE: 
  6. 6. EMOTION = EVALUATION <ul><li>Now you need to live up to it, this is when the rational brain kicks in. </li></ul><ul><li>THINK – demos, case studies, data sheets. </li></ul><ul><li>Ask a mate about him? </li></ul>Ⓒ Clear Thought Consulting Ltd EVALUATION INFLUENCE: 
  7. 7. EMOTION = TRIAL <ul><li>This is where you need to stand up to detailed scrutiny. </li></ul><ul><li>THINK – freemium, first project, proof of concept. </li></ul><ul><li>First date? </li></ul>Ⓒ Clear Thought Consulting Ltd TRIAL INFLUENCE: 
  8. 8. EMOTION = ADOPTION <ul><li>If you’ve passed logical inspection, it now needs to feel right. </li></ul><ul><li>Influence wider decision-makers. </li></ul><ul><li>THINK – guarantees, handshake, who the boss knows. </li></ul><ul><li>Second date after talking to mates? </li></ul>Ⓒ Clear Thought Consulting Ltd ADOPTION INFLUENCE: 
  9. 9. EMOTION = LOYALTY <ul><li>Moving from transaction to a relationship. </li></ul><ul><li>THINK – testimonials, hospitality, account management, regular contact. </li></ul><ul><li>Meet the parents? </li></ul>Ⓒ Clear Thought Consulting Ltd LOYALTY INFLUENCE: 
  10. 10. Ⓒ Clear Thought Consulting Ltd LOGIC EMOTION
  11. 11. Ⓒ Clear Thought Consulting Ltd Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase
  12. 12. REMEMBER… <ul><li>Personality counts – that’s brand! </li></ul><ul><li>You can’t logic someone into feeling something. </li></ul><ul><li>If people want logic, emotional messaging feels like avoidance. </li></ul>Ⓒ Clear Thought Consulting Ltd

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