18 Buyer Emotions You Need to Overcome

September 24th, 2019

18 Buyer Emotions You Need to OvercomeAll buying is emotional. Even if you’re selling microchips to engineers, there’s still an emotional component to the transaction. Because as human beings, we feel more often, more easily, more quickly, and more deeply than we think. And those emotions play a huge role in all our decision-making. Often unconsciously.

So whenever you encounter a prospect, it’s critical to remember that they’re bringing a complex assortment of emotions along with them. And many of those emotions can be an obstacle on the way to the sale.

When your potential buyer walks into your store, calls you on the phone, or meets with you in their office, they may be burdened by any—or any combination—of these negative emotions:

1. Fear
2. Anger
3. Guilt
4. Disgust
5. Embarrassment
6. Sadness
7. Anxiety
8. Frustration
9. Jealousy
10. Shock
11. Tension
12. Confusion
13. Resentment
14. Shame
15. Disappointment
16. Overwhelm
17. Dread
18. Remorse

And that can be a problem for you. Because being in a negative emotional state can prevent a person from hearing what you say, considering relevant facts, and making a buying decision.

Which means you need to address their feelings before you address your product.

Depending on the emotions they’re experiencing, you may need to:

• Let them vent
• Empathize with them
• Validate them
• Encourage them
• Apologize
• Make them laugh
• Ask them questions
• Reassure them
• Offer them something to eat or drink
• Give them ideas for dealing with their problem

You don’t need to be a therapist. And you don’t need to have the answers to all their problems. Often, just listening is the most powerful, most helpful thing you can do.

Once you’ve alleviated your prospect’s negative emotional state, then you can transition to discussing their wants and needs, and your products and services. Because now you’ll have their full attention and interest. And because you’ve helped them replace their negative emotions with positive ones—such as relief, hope, pride, confidence, anticipation, gratitude, and possibly even excitement—they’re now in a buying state of mind.

By the way, everything above also applies to every customer service situation you and your company will ever encounter. (Just sayin’.)

Managing your prospect’s emotions is a vital part of the sales process. If your buyer’s hands are full of emotional baggage, they can’t sign on the dotted line. Relieve them of their burden and they’ll be free to embrace your product.

Eight Things Your Customers, Employees, and Loved Ones Have in Common

September 11th, 2019

Eight Things Your Customers, Employees, and Loved Ones Have in CommonYour customers are exactly like your employees. And both of them are exactly like the people in your life you love most. In one critically important way: They have the exact same emotional needs.

They all want to feel valued and valuable. That means they want to feel:

1. Understood
2. Appreciated
3. Important
4. Respected
5. Cared about
6. Special
7. Safe
8. Smart

The more of the these emotions they feel—and the more strongly they feel them—the better their performance, productivity, attitude, communication, initiative, morale, health, enthusiasm, decision-making, creativity, loyalty, and sales.

When you actively make your clients feel these eight ways, they’ll rave about you to others and buy more frequently from you. When you stimulate these eight emotions in your employees, they’ll work harder, stay longer, innovate more, and take better care of your customers. And when you regularly trigger these eight emotional states with your loved ones, they’ll be happier, healthier, more secure, more successful, and more loving.

By the way, this also applies to your vendors, partners, franchisees, contractors, interns, volunteers, lenders, investors, colleagues, and friends. Pretty much everyone who interacts with you and your business.

So whether you’re a salesperson, manager, or CEO, do everything in your power to make everyone that you and your organization touch feel these eight ways. The more you do, the better your results, sales, and relationships will be.

What is Your Product, Really?

September 4th, 2019

What is Your Product, Really? Nearly all of us—whether we’re salespeople, business owners, or professionals—love the products and services we sell. We take pride in their quality, reliability, accuracy, versatility, speed, appearance, safety, and effectiveness. We can talk about the features and benefits of our products and services all day long. We believe they are among the best—if not the best—in the marketplace.

But our prospects think of our offerings in a very different way. To them, our products and services are a means to an end.

Think about that for a moment.

People don’t buy our products and services because they actually want them. People buy them because they want something else, and they hope our wares can help them get that.

I’m a keynote speaker and seminar leader. But nobody ever wakes up in the morning and says to themselves, “Gee, I wish I had a seminar to go to today!” No CEO in history has ever said to their team, “What we need around here is a good keynote speech!”

When people attend my seminars or hire me to speak, it’s because they want to boost their sales and profits. I’m just the means to that end.

So what are the ends your prospects want? What are their needs? What makes them happy? What are they worried about? What goals are they trying to achieve? What problems are they trying to solve? What do they want more of or less of?

The key to boosting your sales lies in the answers to these questions. Because that’s what your prospect really cares about. Focus on those answers in your marketing, prospecting, presentations, and closing.

Your product or service is only a means to an end. Spend more time talking about the end and less time talking about the means, and you’ll end up with more sales.