Selling and buying are emotional processes.  No matter how logical a purchase may seem to the buyer, or how perfect a product or service may be in solving a need or a problem, they are both deeply rooted in emotion.

 When salespeople remove emotion from the sales process they are eliminating the keystone of their selling technique.  Emotion is found in every aspect of the sales process.  Let's discuss the basic steps of selling and specifically identify where emotion can and should be utilized.

  1. Finding Opportunities:  There are two basic methods of finding opportunities and both can involve emotion.  One way is to make a cold, or first time, contact without the help of an introduction from someone else.  In doing so, you can mention to the other person that you are a salesperson.  The immediate reaction from that person, whether they verbalize it or not, will be a feeling of sorrow or compassion.  Everyone seems to feel sorry for a salesperson.  It is a simple thing to say, yet filled with strong emotions.  The second method of finding opportunities involves asking someone you know or with whom you have done business.  When approaching them, ask if they would be willing to help you.  The simple act of asking for help will create a flood of emotion.  During the process of finding new opportunities, emotion will bring down the barriers that oft times leave the salesperson discouraged and empty handed.

  2. Building Rapport:  This step of the sales process is totally emotional.  However, some salespeople neglect to build rapport with their prospects as they intently focus on telling their story.  They incorrectly believe selling is telling people about their products or services.  Spend the time to build rapport even if it will severely limit the time you have to talk about your products.  Remember, people buy from people they believe, like and trust and nothing could be more emotional than that.

  3. The Presentation:  The presentation is a broadly used term for discovering the needs, wants and desires of the prospect, followed by a discussion which details the ways your product or service will be able to eliminate their pain.  You will create emotion when you take the time to specifically understand their situation.  When a salesperson focuses on the buyer and their situation, they begin to trust you and trust is a powerful emotion.  When the salesperson talks distinctly of ways their product or service can solve a particular need, you have made it personal and personal is emotional.

  4. Romancing the Sale:  Salespeople occasionally follow-up, but I challenge you to find the emotion there.  Romancing, however, is filled with emotion.  Think of the act of courting while developing strong relationships in marriage.  When a salesperson romances their prospects they feel the care and concern the salesperson has for their well being in addition to meeting their needs.  Romancing is centered on caring, as opposed to following up which is basically just showing up.  Romance your prospects and feel the emotion.

  5. Closing the Sale:  Don’t forget, people buy from people they believe, like and trust.  When you close the sale, you know they trust you and the buyer knows you care enough to have provided the correct solution to their need.  Continue to show how much you care by spending the time to make them comfortable with their purchase.  The key is to focus on them and to spend the time to put them at ease.  Time and comfort build strong emotions.  Don’t let the emotion grow dim.  Continue to romance your customers while building even stronger relationships and looking for additional problems to solve.  This will lead to asking for introductions to other potential buyers and making more sales.