The “Neuroeconomics” of Sales: How Buyers Really Decide

3. Respect the buyer’s emotions. This approach isn’t about manipulation; it’s about old-fashioned, honest empathy, which is a powerful selling tool. Get on the same page emotionally with customers, and save the factual information for later. A customer may need it to justify why he or she picked your company over the three other vendors that had lower prices. Say a prospect is looking for a new vendor due to the current vendor’s trouble meeting deadlines. Comment on the amount of frustration that must cause—the prospect will probably be all too willing to elaborate. The emotion will drive the prospect’s decision-making process, and the seller now has an opportunity to become a part of it.

It’s crucial for sales people to connect emotionally with customers; it’ll be easier to play ball if both parties are in the same stadium. Once sales people understand the “neuroeconomics” guiding the customers’ thinking, they and the customers will be on winning teams.

By: Paul Cherry

About the Author:

Paul Cherry is president of the sales and leadership consulting firm Performance Based Results, and the author of QUESTIONS THAT SELL, published by AMACOM Books. He can be reached by calling (302) 478-4443 or e-mailing cherry@pbresults.com.