• The emotions you need to use to sell more
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The emotions you need to use to sell more

There's no place in business for emotion, right? Well, here at Big Motoring World we couldn't disagree more - managing and understanding how emotions work is absolutely central to being an effective business person. This is particularly true in sales, where so much of the success of what we do is founded on our relationships with other people - how we connect with them, listen to them, empathise with their problems, and build mutual trust. We are emotional creatures, and so are the people we deal with every day. So, here is Big Motoring World's guide to how emotions can help in a sales situation.

  1. Understand hope

Entire US presidential election campaigns have been built around this one powerful emotion - and it's also a huge part of why your prospects are coming to you. They are unhappy with how things currently are - and they hope that you have the answer. So, in a sales situation, take advantage of this hope by showing them, practically, the better future that your product or service will bring. The key here however is not to do this just by telling them what you offer - listen to their hopes for change, and shape your pitch accordingly.

  1. Understand fear and frustration

This is the flip side of the hope that they feel - a sense that what they have at the moment just isn't adequate for their needs. This inadequacy might manifest itself as fear - for example that they will be losing out to the competition because of how poorly things are working out for them at the moment - or frustration, that they are struggling to succeed in the face of too many obstacles. Tap into both of these negative emotions in your prospects simply by asking them why they've come to you - then listen to their problems, and ultimately offer your solution.

  1. Understand excitement

On a basic level, this is simply about making sure that your pitch isn't boring, and, as another US Presidential candidate might have said, ‘low energy’. Ultimately, people want to be excited about the future you're offering - it has to thrill them in an emotional way that might seem hard to hit initially - but it's your job as salesperson to do just that. So, be enthusiastic, talk about the new possibilities that whatever you're offering will open up, and pitch with energy.