Staff Leverage

Emotion in Marketing and Sales

December 23, 2018

Estimated time of reading 4 min.
What I’ll learn from this article: Understand how the emotion can play an important role in marketing and sales.

Emotion in marketing and sales | Staff Leverage Blog

“Sales is about communication and relationships.” – Kerwin Rae


As most experienced salespeople can vouch for, customers tend to make a purchase following emotion rather than logic – they rely on rational thought to justify their desire after the decision to buy has already been made.

This phenomenon is a proven fact in today’s market, so now, more than ever, businesses need to know about the psychology of sales and truly understand the psychology of their prospects. Establishing an emotional link between your product and the person you’re trying to sell it to, this is what we call emotional selling.

Do you buy a doughnut after lunch? A new pair of shoes? A video game? These are all emotional purchases, things we all buy because they give us satisfaction even if we don’t necessarily need them. You need to capitalise on this desire for enjoyment.

In the modern world, the concept of sales must be handled as an exchange, it’s all about solving a problem with your service and receiving the due compensation for it. In broader terms, whenever you manage to convince someone of an action that would be of mutual benefit, you are making a sale.

So, How do you make a sale?

To have your audience engage with your product, you need to help them see the benefits you can offer them. The important words here are “help” and “benefits”, as they are usually misinterpreted.

When selling, you don’t show the benefits of your offer directly – a client might feel pressured or otherwise reluctant if your tactic is too aggressive. Instead, you want to have them asking for your services. Make them desire it; make them feel like acquiring your product is the best choice for themselves.

Benefits, on the other hand, are commonly confused with features. It’s not about what your product can do; rather, it’s about what good your product can do for your client’s life. You also need to address any limiting beliefs and prove your service will make a difference.

“Every decision is emotional.” – Tom Snyder

However, your prospects won’t trust your product if they can’t trust you first, so any effective sales process should start with establishing a personal connection with the person you intend to convert. Show yourself confident and reliable, but also approachable.

What to do next?

Keeping in mind the general idea behind the method, you need to work around these points while adapting your sales-driving route according to each case – case meaning your current client.

Naturally, this implies getting to know your targets; actually empathising with them and supporting them, then selling them what they need to improve their lives. Your aim is to neither deceive nor betray your client. Customers can sense if you believe in your product as something useful that would have a positive impact on them.

Still unsure if you’re doing okay? Just ask yourself, “How could someone sell this product to me?” For the most part, what you would like is what your clients want; if the offer is made in a way that would bring you satisfaction then it quite likely will do the same for others.

Make people happy when they buy from you, that way you can build healthy relationships with your customers; solidifying those bonds will grant you a loyal and ever-growing customer base, as more and more satisfied customers spread the word on your excellence.

By John Mackenzie – Founder & CEO of Staff Leverage, NT Digital and JohnMac Digital emotional 

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Hello There, I’m John Mackenzie! CEO at Staff Leverage. An Australian visionary committed to change businesses all over the world.

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