emotional selling rule 1

Emotional Selling – Rule #1

If one thing drives me crazy, it’s meeting people trying to sell me something, be it a product service, or idea, and doing so without showing the slightest trace of excitement or enthusiasm.

How crazy is that?
I recently visited a store, a very beautiful one of a stellar luxury brand, in an international airport and this is what happened.

The sales consultant takes her time to acknowledge and approach me as if the paperwork she is doing is far more important than serving a client and then, when she finally bothers talking to me, I immediately notice two things:

  •  The level of her physical energy is close to zero
  •  Her facial expression, shows no trace of a smile or empathy, let alone

To make things worse, when we engage in a conversation and I ask her to present me a few products, she describes them, professionally I must say, but without adding a single adjective to enhance the value of the products, and engage me emotionally.

Adjectives are necessary to achieve a high degree of empathy.

You see, listing the features of a product or service is not enough to get clients emotionally engaged, and you want to engage your clients emotionally because regardless of what your
business is, and of how rational you think the decision process of your clients is, human beings always let their emotions get in the way when they make a decision.
If you understand and digest this principle you’re setting yourself up to succeed in emotional selling.

Emotions always get in the way when people make a decision.

Not just the lady buying a dress for a party gets emotional while buying, but also the smart entrepreneur, who you would expect to only make decisions based on facts for the good of
the company, might turn down a convenient option because of something the counterpart said that hurt their ego.

If you’ve ever heard an entrepreneur shouting at someone saying:
“ I didn’t get where I am now listening to people like you”  you know what I am talking about.
Triggering the right emotions is vital in sales and customer service and triggering emotions
requires skills and good will.

Believe in your product, believe in what you are doing

To start with, you have to buy whatever you’re trying to sell. If you don’t fully believe in your products, your services, or your ideas don’t expect other people to either.
So if you are involved in a business you don’t fully believe in, you should seriously consider quitting.
When you believe in what you are doing, you must do everything in your power to show it to the world.

Here are my recommendations:

  • Make a list of reasons why you believe in your products, services and ideas.
    Print it out, and place it somewhere you can see, at work, throughout the day so you have a
    constant reminder of why you do what you do.
  • Work on your physical energy
    Eat well, exercise, try to get enough sleep.
    Go to work as fresh as possible. Nobody enjoys doing business with someone who’s tired,
    demotivated and doesn’t take care of themselves
  • Focus on your body language
    Smile if you want to build rapport, Give a firm handshake, Make eye contact,
    Dress well, Have good posture, Look confident.
  • Use words of enthusiasm
    When speaking about your business make use of adjectives like:
    Unique, Fabulous, Amazing, Stunning, Outstanding,
    Wonderful, One of a kind, Incredible, Lovely and so forth…

I know what you’re thinking, every chef says his dish is the best. But here it’s about connecting all the dots.

The adjectives you are using are just a reflection of your level of true enthusiasm and are
supported by body language that makes them sound credible, genuine and convincing.
Displaying enthusiasm is rule N. 1 of emotional selling.

Stay tuned, more rules will follow.

carlo pignataro


Author of "Sell With Style, The Ultimate Guide To Luxury Selling" - Luxury Sales & Client Experience Training.

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