Emotion is the driving force to any buy! That’s why you hear people doing impulse buying, purchasing through emotions or they may say they saw something and bought it in the heat of the moment. We all experience these emotions as a response to events and memories that we have experienced in the past that may have threatened us and made us feel unpleasant or dissatisfied. So even though you may never have spoken to a customer before as soon as you begin your sales pitch you hear the words ‘‘not interested’’ as customers, what they do is they test new information that they hear about and gage it to past patterns of events. So the effect and emotion they have on you as a salesman is only based on an association they made to that similar experience in the past therefore it is not a personal attack on you as an individual.
What customer’s think to them selves are:
‘’Remember what happened last time, it wasn’t worth my money’’
Or on positive experiences they think:
‘’I found this great and pleasing last time…’’
So as soon as you begin a sales pitch, the customer has already made a decision by their sub-conscious mind, and more often than not, customer’s act in response to these triggers. This response from customers may seem Erratic by salesmen as they often feel the customer doesn’t want to listen or isn’t interested to start with, however they must realize a customers behaviour is merrily only from a memory associated to negativity. The response they create is an auto pilot default behaviour to any such similar phone calls, which they deem as a possible negative consequence and decision if not short term, then long term which can be at a cost to the customer.
So how do you overcome this internal objection and barrier?
You must first realize a few things about your customer:
- All customers have basic emotional needs, they want something that is of value to them that they not only need but will save money from in the future.
- No two customers are the same and their memories associated to salesman and/or products and services sold to them in the past are different.
- The needs VS the wants may vary between customers.
- Emotional needs such as setting up a trust fund for their newly born child and/or life insurance for their family may be more important to a customer than offering a loan. So ask as many questions about the customer’s relationship status and children. REMEMBER their names! this is key to gaining trust, connection and rapport!
For more information on overcoming objections and winning customers who have had bad experiences in the past, please check out our courses we offer, so that you can have the edge over your colleagues.
