We buy because of emotion, and we justify the decision using logic.
Good sales people identify the emotion driving their prospect, and then line up the “reasons why” the purchase is a good idea. They use logic to close the sale, but logic is not making the sale.
“Reason why” selling even worked with Captain Kirk on Star Trek.
Kirk was a hot-head, you will remember. He wanted to spring into action. Spock, the non-emotional, scientific Vulcan, deftly supplied his Captain the logic needed to justify the decision.
Get this: Spock was the consummate sales person. A pro. Kirk was not.
Most sales people who turn us off are selling from the Captain Kirk school of sales – all emotion, passion and pushiness.
The sales people we love, the ones we happily buy from, are from the Mr. Spock school of sales; they simply supply us with the logical reasons that support what we wanted to do already.
Be like Spock; supply the reasons why. It’s the logical thing to do.
As a trekker, I enjoyed the analogy. And you're spot on Ray! When I've closed higher-end clients, I was like Spock, calm, cool, collected, not very emotional, BUT I hit their emotional triggers of exactly WHAT they wanted and reminded them of how important it is for them to have it. :)
Thanks,
Andy
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