Why being emotional is a good thing
Posted 23 January 2012 by Kristina Shands
I recently attended a virtual seminar on copywriting and conversion with one of my favorite marketing gurus Eben Pagen. He is so generous with his advice and knowledge that it is a blessing to just be a part of his tribe.
On the second day of the seminar, Eben introduced us to Bryan Franklin. Bryan talked about the selling process, something that makes most folks pretty uncomfortable (including me). Bryan had such great information that I wanted to share some of his insights with you.
~True sales is a discovery conversation. There is no twisting someone’s arm to work with you or trying to convince someone they need you. It is a discussion about what they want, why they want it and their goals. The discovery part comes when you align your services with their wants/needs to see if it is a good fit.
~Buying is an emotional process and is more about how we feel than how we think. That is why you always focus on results and benefits of working with you (get more clients, reduce stress, live longer, spend more time with your family) than the process itself (10 DVDs, 200 pages, 12 steps, 4 webinars).
~There is a sequence of emotions that people have to go through before they buy:
- Curiosity- Reveal just enough that they want more.
- Empowerment- They need to feel as though they are empowered to buy.
- Possibility and trust- They have to see a future version of themselves where they are better off because of your product and they have to trust that you can get them there.
- Urgency- That future has to be created now.
- No brainer – Of course they will commit. Make offer irresistible. This is the part you can’t rush.
Learn more from Bryan at his website: http://www.bryanfranklin.com/.
The biggest a-ha for me was the idea that you have to relate to your prospect’s hopes, desires and fears. If they don’t feel that you understand where they are coming from, then they will never turn to you to help them solve their problems.
Anything stand out for you? Have anything to add? I would love to hear your thoughts and suggestions.
Your take-aways from the selling process is right on. With slightly different verbiage it is the same message about selling that is in my own e-book, or Ali’s, or Michael, and many more. People buy on emotion, and then justify their purchase with logic. It’s why selling benefits works better than selling features.
I have the wonderful privilege of working with leaders. I’ve discovered that the individual leader’s desire and intent for those led, influenced, and served is a powerful tool in bringing them to commitment; a commitment that moves them closer to what is most desired (emotionally) and to what is inteneded (practically).
This is so true – people buy from you when you have a solution to their problem or need. As much as something may seem like a great buy – unless we want it or need it we’re likely to leave it on the shelf.
“True sales is a discovery conversation.” this is also spot on – business is all about relationships and just like dating you have to get to know your prospect and do the dating game dance before you find out if you are a compatible match or not!
Every word you wrote is so true, Kristina. People buy based on emotion first then they reinforce their decision using logic. Still, it remains, that people are motivated to take action by their emotions.
Sales conversations are nothing more than figuring out what your clients greatest needs and desires are, getting them in touch with that emotion, and then offering your product or service as the answer, if it truly is a good fit.
Thanks for the fabulous post–I love the sequence of emotions outline.
Great post, Kristina! I love the idea of a “discovery conversation”–that really focuses us on “how can we best serve this person?” I had not seen the sequence of emotions before and find that very interesting (and helpful). Again, thanks for sharing this!
Good advice on selling Kristina. I think that as creatives we need to be careful with number one and be sure not to give away our ideas.
I’ve been a wedding photographer for a decade now and recently took Bryan’s program. Before working with Bryan, I was totally lost when it came to selling, sometimes I would be able to close, sometimes I wouldn’t and rarely did I know why or why not. I felt uncomfortable just thinking about selling even though I knew my services were valuable. Since working with Bryan, I LOVE SALES!! I can’t wait for sales conversations to happen and nine times out of ten, I close on the spot with the client effusively thanking me for a service I have yet to fulfill on. Learning to sell from Bryan is a no brainer.
Thank you so much Wendy. I am new to Bryan and Jennifer and really love what they are doing. I am so glad to hear about your experience.
I have to say – I love those five emotions steps – so simple, but so powerful. When looking at the sales process in this way, it’s easy to see where you’ve missed a step!