Selling is managing emotions
- José Maria Vich
- Jul 24
- 3 min read
There is no doubt that emotions play a fundamental role in buyers.
The role of the sales professional is to make the customer feel, and to achieve this, they rely on their oral and body communication, their arguments, and their product.
A high percentage of sales failures occur because the salesperson isn't confident in their product; either they don't believe in it, or they feel insecure due to a lack of preparation. How can you convince a customer to buy your product if you'd never buy it yourself?
Love what you do, someone told me a long time ago, and how right they were.
Putting passion into sales gives you a boost of energy that is transmitted to the CUSTOMER and will undoubtedly help them overcome their own barriers.
Passion is conveyed in the voice, in the tone, in the energy with which the salesperson expresses themselves—and today, even in how you handle a virtual meeting.
A good salesperson who is able to convey passion not only impacts the CUSTOMER'S mind, but also awakens emotions that are essential in most cases for the CUSTOMER to make a decision.
It's about telling a story; a story that moves, that tells what one of your CUSTOMER'S feelings was, that's true, and that needs to be done in a short amount of time.
There are also many times when you shouldn't sell, because your CUSTOMER is feeling unwell and you just need to listen, or because you don't feel well yourself. You have to learn to suffer with your CUSTOMER when there's a problem, so that they see you always on their side.
You have to know how to control your emotions and not get carried away by passion. Excessive passion can be detrimental in many cases; it can cause us to raise our voices too much or make sweeping statements that undermine our credibility.
Control negative emotions. If you think you're not going to sell at the first difficulty and negativity invades you, you're the one who puts up the barrier to selling, not the customer.
What the digital world has brought us is the loss of the opportunity to manage the CUSTOMER'S emotions. A screen is very cold, and even more so when it's not turned on!
Don't be shy and ask questions, try to check that they understand everything and that you're meeting their expectations.
And this starts by treating each CUSTOMER differently. Understand that they feel differently, think differently, and also have different needs.
Salespeople must work on their kindness, their communication, relationship, and empathy skills so that it's you and not someone else who wins the business.
Remember, we don't just work for money. This profession is very tough because we usually receive more "no's" than "yes's," and we have to work hard on our resilience to failure. That's why it's essential to enjoy success.
It's very useful to think that when we don't make the sale, it's not a failure, but a learning experience. If we act this way, we always benefit from our sales efforts.
"Sometimes you win, sometimes you learn."
There's a #different#way of doing #things. Follow us on Bogota Business Leadership and on our website www.apasiona-t.co
It's a good thing to be grateful, and I personally will be eternally grateful to people like Jorge Zuazola, who taught me the magic of #socialmedia, and of course, to the best salesperson I've ever met, Ronald C. Stern.
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