What do you tell people about owning your product? Do you tell them that it’s fun, thrilling or maybe adventurous? Do you share with them how good they’ll feel when they’re using it?
Most of us have learned about the benefits of emotional selling or, as Levitin Group calls it, “getting to Third Level,” and how it can increase your chances of closing the deal.
But to get to Third Level, your guests must have an entertaining experience in the buying process. Ask yourself this question. Does your sales process reflect your customer’s end-use experience? Too many salespeople tell their guests how much fun they’ll have owning a product, yet their sales presentations are dull, drab and repetitive.
Today, entertainment is the key to holding our guest’s attention. We must create emotion to cause them to take action. So how do we accomplish this?
To create an emotional presentation, do the following:
Take a fresh look at your presentation and incorporate these five things:
- Music: Music can affect our moods and our brains’ chemistry. According to Dr. Dan Levitin, author of “This is your Brain on Music,” music has the power to move us, shape us and unite us. It’s important to pick appropriate background music. This can make or break a selling environment.
- Physical Movement: Make certain that you’re moving your guests strategically throughout the sales presentation. Your guests need to touch, feel and experience the product you’re selling. Physical movement will keep them engaged.
- Involve other guests and salespeople: Feel free to draw others into your conversation. Ask their opinion about things your discussing, joke around, share stories. Show your guests that the organization they’re going to purchase from has a great team spirit and is a team they’d want to be around.
- Stories: How many stories and testimonials are you using, and are they emotional? Are you using visuals on your computer or iPad to back up the information? People get more drawn into stories than facts. That’s why preachers, great educators and politicians use them.
- Films, brochures and handouts: My mentor used to say, “If you have a film use it; the film never has a bad hair day.” Besides, these materials are created by advertising experts to create emotion, so use them for just that.
Stop telling your guests how great it’s going to be, and let them experience it for themselves.
When you explain it, they’ll give it some serious thought. When they feel it, they’ll take action.