Basing your marketing
and sales on behavior is a risky business
It is much more effective to use
emotions because they make people act
It is far beyond doubt that the
goal of each company – small or big – is that its product reaches as big of a
group as possible, that it can be recognized by that group as needed and that
it is purchased.
For this purpose people use
variety of strategies to find out what the market demands and how the potential
client may be interested enough so that he prefers their product to the same or
to a similar of another brand or a company.
Some of those strategies stress
on logics in finding markets or selling a product. It means thinking like is we
buy this and sell that we make a given profit. Or we lower or raise the price
the market will react in this or that manner.
There is however a mighty
mechanism which good sales people and market researchers use though they might
not know the theory and the exact techniques behind it. And this mechanism is
Why are emotions the most
powerful instrument in marketing and sales?
Lets say that person consists of
three parts – convictions, behavior and emotions. Convictions are important but
if we want to find out what the convictions of our potential client or of the
market are is a risky business. Sometimes two people even after 20 years of
marriage do not manage to know the convictions of their partners.
If we try to know our potential
client or the mood of the market by behavior, if we want to sell by learned
techniques and phrases, by proper dress and manners; if what is important for
us is whether the client will look at our left or right shoulder, whether he
will have his arms crossed, whether his head will lean at one side or another
it is also a risky business.
The reason is that the person in
front of you may manifest perfect behavior, to speak fascinating things, but at
the same time to have bad intentions to you and when you eventually find out
about it – too late.
In another words the person in
front of you may wear a perfectly polished mask behind which there might be
different intentions than the manifested ones.
Did you ever think of why a painting
gets sold for 1 000 000 dollars? Why can one product have totally different
prices depending on who sells it and to whom it is sold?
One of the main reasons is that
this particular painting or jewel or a stone is connected to a certain emotion
which make people give tremendous amounts of money. The sales person discovers
and understands what one associates with a given product (the button), then he
inspires the buyer, makes him dream and manages to make the client make a link
between realization of his dream and the product for sale. This is emotion.
There is no logic here.
If people start to think too much
it will be hard to foresee to what from their past it will bring them to or to
what variaty of consideration they will come up to. As a result of this there will appear answers
like: “well, let me think it a little over”, “we’ll see”, “I am not sure”, “let
me live with it for a while” and other “considerations”, which block the
activeness and decision making.
Of course here we are not
speaking about manipulation of the client or of the market with the purpose
that they should be made to buy something they do not need. (Unfortunately
there is an opinion about sales people that they should fascinate the client so
that they may foist something unnecessary on him, that they are agresive and
so on). A good sales man or marketeer can help the potential client or the
market find out exactly what they want by the means of the Tone scale. And when
that happens again with the help of emotions the sales person can help hos
prospect not to fall down with considerations, logic, thinking which may stop
him from acting and decision making. Because reasons why something should not
be done are easily found.
Let’s take for example a kid of
3-4 years old. He does not know any selling techniques, he does not have well
polished behavior for any situation, he does not have fabulous convictions nor
a refined speech. He however he knows that he wants something and he uses different
emotions– until he does not find the right one in which his wish may come
Or just imagine a car seller who
has a young and fancy lady in front of him looking for a new car. So he starts
to explain to her in a very technical manner the technical parameters of the
engine, the newest technology of break system and the incredible lease scheme.
Some may say: what’s wrong with saying those things to a client? There is
nothing wrong with that. The question is that there is no emotion involved to
make the person act. It is very likely that the young lady starts to feel
inadequate for not understanding all those nice technical details, to express
outward agreement and never comes back. In my opinion the right approach here
would be that the sale’s person discovers why the young lady really wants to
get a car or a particular model. He can discover unsuspected for him motives
(buttons) and to use them to make her live her realized dreams about a car – it
may be strong sensations, her friends looks, or it may be that she is looking
for something elegant so it adds up to her elegance. It can be anything!
Selling with emotions does not
refer only to women. Men are also emotional. They may link cars with certain
emotions and not just with technical specifications. It may be prestige, a sign
to a social or branch belonging, strong sensations, comfort, independence and
so on which the seller could find and
use as buttons in his communication with his client.
After finding his client’s or
market buttons and after having used them to make the client see how his dream
may come true then the technical specification may play a role. The client will
leave with a realized dream and this is a good prerequisite that he becomes a
There one can see the exact
mechanism how to find the emotion of the person in front of us, how to
communicate with him and how to bring him to a level where practical and constructive decisions are
being made. This kind of information is offered by our company in each of our
training – Sales, Conflict management, Motivation and Recruitment, Leadership,
Balancing professional and private life – because it is the key for success in
each of those spheres.
There is also one very important
reason to know the emotions. Each of us without exception has his own emotion
in most of his life. But besides our emotion,
there are situation and social emotions.
If a person falls down on the street
his emotions will go down to fear or anger or (the situation emotion) but if
his real emotion is higher he will go up again. The example of this are kids.
If they go down to a lower emotion because of pain or other dissatisfaction
they quickly get their enthusiasm back with the problem going away.
The social emotion is actually
the mask which we are expected to wear or which we put on ourselves for variety
of reasons – this is what we want to hide from the others and to manifest
Which of those emotions do you
want to know in sales or marketing? The mask? You want to now know whom you are
dealing with? Hardly. Or the situation? Well, if nothing else this emotion could help but is variable.
It is good for us to know the
real emotion of the client or of the market so that we can communicate with
them, with their reality and then we can bring them to our own reality where we
want to sell. The result will be
action, decision, interest, people thankful for your attention and understanding
and future clients.
So use the emotions in your sales
and marketing. Logic makes people think, emotions make people act! The right
Once learned and understood this
mechanism will bring you real success and joy and last but not least it will
give you a reputation of a person who helps people to express and realize their