Exploiting Emotions to Make Sales

Written by businessideas.info

The complexity of our world makes it easier to forget our shared basic instincts and values. Most humans associate the brain with intelligence and higher level thinking. While this is certainly important, it is only half of the equation. There is another, more primitive part of the brain, which is responsible for survival functions and basic decisions. We need both parts of the brain in order to thrive.

You may be wondering what any of this has to do with sales. The sales industry is based heavily in psychology; how the mind works, and how to persuade people the best. Most salespeople focus primarily on the higher part of the mind, appealing to logic and reason in order to get someone to buy their product. In the majority of cases, these persuasion techniques are necessary. However, the best salespeople also utilize the other part of the brain, and it is this part that can often clinches the sale when logic cannot.

It is a basic concept of psychology that raw emotions supersede higher level thought. Therefore, if you can get someone emotionally attached to your product, then they will probably buy it. When a prospect gets attached to something, or it reminds them of something important to them, they will desire it badly. If the product truly is not the right fit for them, logic will take over and prevent them from making the purchase, which is actually a good thing because you do not want to sell to a person who does not need your offering, as it hurts you in the long run. Mixing emotion and logic together is a powerful strategy that will result in more sales than using either technique alone. Also, by being aware of the two thought processes, you can better outline your personal sales strategy to accommodate that fact.