Personal Selling: Emotion As A Selling Tool

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E l e c t r o n i c L i g h t

November 19, 2001 - Issue 16
By André le Roux
Editor, Pandecta Magazine
Copyright (c) 2001 Pandecta
http://electroniclight.com/
http://pandecta.com/

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Personal Selling: Emotion As A Selling Tool
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We hear it often when selling strategies are discussed:
--EMOTION DRIVES SALES--

I read a post by Hal Alpiar (President/CEO of BUSINESSWORKS) in the
I-Copywriting list this morning. He says:

[[QOUTE]]
You may think (and have actually convinced yourself) that the SUV
you purchased was a great investment because it allows you to sit
high enough to see above traffic, it can provide more traction in
bad weather, it can go off the road, it can tow trailers, it will
take less of a hit in an accident than a sedan, it allows you to
haul more firewood and home improvement stuff, Consumer Reports
ranks it at the top of their Best Buy list, there's tons of room for
the kids and the dogs, it can pull out tree stumps, you got zero
down and zero percent, and the service warranty is spectacular.

BUT if you think for one minute that you bought that gas guzzler
for any of those reasons (or ones like them), you're BS'ing
yourself! You bought the SUV because you think you look good
driving it!
[[/QUOTE]]

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From "I-Copywriting"
Subscribe at http://www.adventive.com/
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He's exactly right. I sell a business magazine online. It's pretty
damn good info I publish - if I say so myself - but that's NOT why
people subscribe.

They subscribe because they like the feeling of being an insider - of
being one of a strictly limited subscriber base.

So, sell what they want:

--Security
--Independance
--Self-confidence

Not what your product does:

--Super strength gearlock
--Affordable houses
--Slimming products

How will owning your product make your customer FEEL?
Figure it out and sell that - not technical specs.

Cheers.

André

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