Looking for the secret to having a successful sales career? Here's a good reminder from Katie Yeakle, the executive director of a sales copywriting organization:
"Every great marketer knows that people buy things for emotional rather than logical reasons. Most of the decisions people make are emotional too - including whether or not they will buy into someone else's ideas. When you can tug at their heartstrings by figuring out how doing what you want them to do will make them feel good, they'll follow you just about anywhere... and oftentimes give you exactly what you want.
In a letter written by a high school band member to solicit money for a national band trip from some local corporations, she didn't say much about the National Memorial Day parade that the band was performing in. Instead, she talked about the kids in the band. She wrote about their hard work. All the long hours they'd spent practicing just to win that coveted invitation. She also reminded the companies of the great publicity they'd get just for helping.
And thousands of dollars in corporate sponsorships came pouring in!
While Shawn won accolades from the band members, their parents, and staffers at the school, the companies that contributed money for the trip were just as thrilled with their decision to help out. They not only felt like heroes, they also enjoyed plenty of free publicity.
That's another bonus of using this secret sales technique when you're trying to convince someone to do something. Considering their point of view not only helps you get the "yes" you're looking for - they get something out of giving you that "yes." Which means that everyone involved is happy.
Give this technique a try, and you'll see how effective it is. Whether you're talking to the other person or writing a letter, just remember to speak to the heart, not the head. Simply ask yourself three questions to get started:
1. What emotions is this person feeling about this topic?
2. What are this person's emotional wants and needs?
3. How can I satisfy them?
It's a simple principle that many good sales pros forget, and it prevents them from being great.
Focus on the heart of your customer, and their head will follow.
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