Emotional Selling Methods that are Certain to Improve Your Sales

By Henrik Troselius - September 21, 2017

If you work in a sales organization that is customer facing, you have most likely realized that the average consumer very often makes purchasing decisions that are emotional - not logical. Thanks to disposable income, and capitalism and consumerism that is at an all time high, we no longer simply buy items because we need them, we buy things because we want them. When you can appeal to a shopper's emotions, connect with them in a way that appeals to their heart, and not necessarily their head, you can use emotional selling as a powerful and effective tool to improve your sales performance.

What is emotional selling?

Emotional selling is a more personal way of tuning into what your customers are feeling. While it can be easy to fall into always using a prepared sales pitch on particular products that you know well, emotional selling takes more of an effort to "read" your customers and be able to deliver on what they may be wanting. You can spot opportunities for emotional selling especially when you see a customer is indecisive, unsure, trying to choose between multiple options, or lingering over items that catch their eye spontaneously. Emotional selling is more or less the ability to hone in on each individual customer, and then appeal to how they're feeling at that moment in time, or how you want your products to make them feel.

How to appeal to a customer's emotions rather than logic

Historically, the sales pitch has always been about the product. You talk about the great features, the materials, the durability, or in the case of food and beverage, you discuss taste, or nutrition. These are mostly rational arguments. But emotional arguments can be even more effective in persuading a customer, because more often we buy things because of the way they make us feel.

So how can you appeal to those feelings and emotions? First, start by talking about the customer, not the product. For example, if you are a sales associate in a clothing store, and you see a young man looking at fall sweaters, you may be inclined to approach him and say that the sweaters are great quality, or are very comfortable. Next time, try talking about him. You can even complement the customer. Say: "the color of that sweater would look great on you," or "the style of that sweater would go great with your shoes." Here you're appealing to how someone wants to feel when trying clothes. They want to feel good about themselves, and they want to feel that what they're wearing suits them.

But be genuine. Don't lie or make something up to make a sale. Emotional selling relies on you also being honest. If you believe that a sweater will not be complimentary on a customer, make other suggestions that are similar but possibly better suited for them. You can use phrases like "we just got in a new set of sweaters, and there's one I think would look especially nice on you."

Emotional selling doesn't just benefit the customer

Emotional selling can be effective because it helps customers to justify emotional purchases. But apart from benefitting customers, it can benefit you as well. When you use emotional selling tactics as a sales rep, you feel like you are more than just a person on the sales floor, ready to talk about the same products over and over. It adds an element of customer service to selling that you may not have tapped into before. And it can help you to feel that you are being more helpful, giving customers a better, more personalized experience, and it can be more fulfilling to you when making a sale.

Emotional selling isn't a sales gimmick or a new way to trick customers - it's about making connections and finding opportunities to make a sale when a customer just feels like they want something. You can help customers have a great experience, and feel good about making a purchase with you, which is a win-win for them and you.

To see how Goalplan can help you find coaching opportunities for you to improve your sales techniques, learn more about our services.

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