This no doubt sounds like an over simplification but I’ve witnessed too many sales calls (many of them recently) where salespeople don’t understand this statement. Picture this. You are an avid golfer (defined as someone who plays 2-3 times per week with a handicap of 9) and you have just walked into a store specializing in golf equipment. You say in an excited voice to the salesperson who just walked up to you, “Hi, I need a new driver and I mean I need a new one in the worst way.” The sales dolt says to you, “Come on back with me I have just the driver for you and it’s cheap”.
What the hell is wrong with the sales dolt? In short he fails to comprehend the intensity of the need that you have for a new driver. There is pure unadulterated emotion oozing out of your mouth. One could almost see the weight of the emotion and the need! Our positively dull-minded salesperson only sees a potential sale of a driver; he never thinks even for a moment that there might be something really irritating that’s bothering the prospect. On top of that the sales dolt says c’mon I’ll fix you up with a low-budget club!
Do you know how many times this is played out in every industry by thousands and thousands of salespeople? The sales gods are bent over retching their disgust! PROSPECTS BUY FOR EMOTIONAL REASONS. Who knows what those emotional reasons are? Sometimes even the buyer isn’t completely sure of what those reasons are. You can look at practically every product on the market and find some emotional reason why it appeals to specific buyers. Picture this #2. When I buy a yellow lined pad I only want one specific kind. Know why? Because it tears evenly at the top. I hate pads where there are scraps still attached to the top of the pad after the tear. As insane as that is it is an emotional need.
Suffice to say there are many levels of emotional need. The golfer described above has lost 3 strokes off his handicap because he’s begun to slice every tee shot. (Along with being emotional the golfer is dumb because it isn’t the club that’s the problem.) A buyer at a two billion dollar company bought the wrong color of raw materials which threw off production by three weeks. His emotional need? He loses his job if it happens again.
Tip: When you hear a prospect say something like “We’ve been looking for someone to provide packaging for a new product line we’re introducing” don’t glide by that statement with a dumb ass statement like “Well you’re talking to the right person”. Don’t ever assume that you have all the information because nine times out of ten there is a hidden pearl of emotion that is driving the prospect.
Just for the sake of really believing this go back to several people who recently bought whatever you sell. Ask them if there was something else driving them to buy your product, determine if there was something emotional driving the process.