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Buyers buy with their hearts first, and with their heads second. When money changes hands, the primitive, emotional part of the brain calls the shots. Logic comes in afterwards as the brain justifies the decision it has already made. Traditional selling approaches focus on logic and reason: features, benefits and reasons to buy. But, when engaged with customers at that level alone, sales people could be wasting their time, since the real decision has already been made. Some people shy away from emotional appeals when selling, thinking it’s risky or unprofessional. Still, the emotions are there, and if sales people don’t engage customers’ hearts, as well as their heads, they will find themselves at a disadvantage.
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