Appeal to Emotions
When to Sell with Facts and Figures, and When to Appeal to Emotions
When should salespeople sell with facts and figures, and when should we try to speak to the buyer’s emotional subconscious, instead? When do you talk to Mr. Intuitive, and when to Mr. Rational?
I’d argue that too often, selling to Mr. Rational leads to analysis paralysis, especially for complex products or services. And yet many of us continue to market almost exclusively to Mr. Rational. The result is that we spend too much time chasing sales opportunities that eventually stall out. We need to improve our ability to sell to Mr. Intuitive.