the art of

Emotional
Selling
Close more sales through
touching people's
emotions

Day 2: How to sell through

emotions
 the art of Emotional Selling

Previously....
We've talked about how sometimes no
matter how logical our argument is, or
how buying our product is the most
logical thing to do and that the price is
right; the qualified prospect is still not
going to buy.
And we ourselves as buyers act the
same way when we are buying.

And as we've seen; the reality is we

are all illogical buyers. We do not just
use logic when buying. We also use
our emotions. And many times, our
emotions take over logic when we are
making a buying decision.

The reality is.....

People buy with emotions and only
justify it with logic
Project Ahente
 the art of Emotional Selling

so how....

how do we sell with emotions?

How do we touch their emotional part?

How do we close not just their logic but

also their emotions?

How do we trigger their emotional self

and make them buy?

Project Ahente
 the art of Emotional Selling

There are so many ways

to do just that.
For one, the way we say things
can change the prospect’s
emotion. Tonality, after all, is a
very powerful selling tool.

There is also the case of future-pacing

or foreshadowing the climactic scene.
What this basically means is that we let
people see what life would look like
once they buy our product. This also is a
very powerful selling tool.

There is also triggering the emotions

of the prospect through identifying
and amplifying the pain or the
pleasure they feel.

Project Ahente
 the art of Emotional Selling

You see almost every

product is a solution to
a problem or a desire.
(Remember this line
from now on.)

And those problems and desires

make people feel something
emotional.

unorganized wardrobe
This hanger
which makes us feel
irritated
fixes

Project Ahente
 the art of Emotional Selling

In marketer Donald Miller’s words:

There are three level of problems....

external
(or the tangible problem)

internal
(how the problem makes
people feel)

and philosophical
(why it matters or what is
at stake).

Project Ahente
 the art of Emotional Selling

And the products we

sell solve external
problems or desires.

But what really bothers people

is not the tangible or external
problem and desire. What they
really want resolved is how the
tangible problem or desire
makes them feel.

In short, what people really

really want is for their pain or
pleasure to be resolved.

Project Ahente
 the art of Emotional Selling

A real estate investor will buy a

property for its potential
passive income.

But the real estate investor wants more than

just passive income from rentals. What he
really wants is to feel secured, at least in the
financial aspect, that whatever happens, he
has income.

The passive income is merely just a

manifestation of him wanting to feel
financially secured.

Project Ahente
 the art of Emotional Selling
It could come from a pain his
future self feels as he goes
isang kabig isang tuka, not
knowing whence will come
tomorrow’s bread. He feel
unsecured in his future. He is
freaking worried and anxious.
That is pain.
It could also just be a pleasure
he wants to feel. He wants brag
to his peers that he is earning
big income without doing
anything and let his peers feel
awed in what he has
accomplished. It could be him
wanting to feel and brag that he
is living the life of beach and
coffee. Or simply he just wants
to feel that he has more control
over his future.
Project Ahente
 the art of Emotional Selling

Same goes with the worried parents.

They might be interested with Life +
Health Insurance but what they really
want is to feel assured that whatever
happens, their children will be
financially prepared.

The pain being that they are

worried that something might
happen to them and their children
are left with nothing.
It could be a pleasure wherein they
want to feel that they have given
their all to their children.
Project Ahente
 the art of Emotional Selling

Every single tangible problem has an internal

perspective: How does it make us feel.

In every problem, there is pain.

In every desire, there is pleasure.
In every external, there is internal.
And people buy to resolve what
is internal.

As marketer Donald Miller said:

“Companies tend to sell solutions to external
problems, but people buy solutions to
internal problems.”

Project Ahente
the art of Emotional Selling

UP NEXT.....

Pain and Pleasure

Project Ahente