Selling promise - and proof

by Herman Holtz

Emotion comes into most buying decisions. If you can understand the ways that your prospective customers think, you can increase the chances of selling to them.

Whether people are buying for themselves or for a business, whether it's perfume or a septic tank, a bicycle or a battleship, they are influenced by some very basic emotional instincts. They may not realise it or admit it. But they are!

So promise to do something for the prospective customer. Promise to make them rich, happy, successful, slim - whatever emotional trigger you think will influence them. If they are a professional buyer, you could promise them that their decision to buy your product will be a wise one, will help their career or status in the organisation. If it's a personal purchase, what's going to give them pleasure or satisfaction? Find out and sell the promise back to them

Make a promise on an emotional level. Then prove that your product (or service) will do just that.

And, a real clincher for repeat business and for referrals / recommendations... always deliver ten per cent more than you've promised - and deliver it with a smile :-)

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