There is an assumption that people are entirely rational. That they think through every purchasing decision.
A remarkable number of salespeople think consumers carefully research information then rationally apply deductive logic and inductive reasoning to reach a benefit-maximising conclusion.
For no apparent reason, here’s a cute little puppy dog:
This leads many organisations to bombard their potential customers with metrics and numbers to try to convince their customers to purchase.
Oh, and here’s a little baby kitten:
It’s surprisingly common to find salespeople who assume that an intellectual appeal will resonate over something that has emotional resonance.
This puppy has a particularly waggly tail:
In some cases it may be true. But the fact remains that 80% of sales is an emotional decision. Facts and reason rationalise the fact you just emptied your wallet afterwards.
Wouldn’t you like to play with a puppy like this one? You’ll have to buy it first:
Now, would you be more likely to buy something after being bombarded with gigahertz, megabits, parts per million and other statistics?
Or would you be more likely to ask how much is that doggy in the window? The one with the waggly tail?
Well, your customers feel the same thing. So make sure your message and product offer have emotional resonance.
Get it done – today!