"But they're perfect for our product - I can't understand why they wouldn't buy."

...said a recent coaching client. 

We listened back to the call recording.

Logically - they were a fit.

Rationally - it would have made complete sense.

The business case was solid.

But one crucial element was missing.

The prospect had no buy-in emotionally.

You could hear the frustration in the salesman's voice.

Which only made things worse as he began to come across increasingly desperate and needy.

Yet tuning into the prospect's emotions could have changed the direction of the meeting entirely.

I used to be guilty of this.

Selling to logic only.

Then a mentor of mine changed everything...

'No emotion, no sale.' he said.

And this is where the art of communication comes into play.

There's a way of doing it well 

And there's a way of doing it badly.

Of sounding contrived.

Subtlety & finesse of communication requires practice, skill and repetition.

Asking how a prospect feels about a problem simply won't cut it.

You need to know how to ask, when to ask & the best way of framing things in an authentic manner to keep it conversational.

It's not a tactic or a trick.

It's a learnt skill & ensures you are speaking to the decision-making part of the brain.

Resulting in a win/win. 

This can be honed through experience, practice and coaching.

But you need to know what you are doing.

Once mastered you'll go several layers deeper, to ensure your conversations connect on a human level, where people take some form of action. 

Not just a logical business case with a recurring response of...'Let me think about it'.

No emotion.

No sale.

#sales #emotion