Two Ways to Lose the Emotional Win

Earlier I wrote about the importance of emotional wins and three ways to build on an emotional win. This tip will cover two primary mistakes used by sales people to lose a emotional win advantage and the sale.

If you are not familiar with the concept of emotional wins on the part of decision makers, go back to the post under “Influencing the Sale” and how emotional wins get the business.

There are two primary mistakes b2b sales people keeping them from winning business. These are…

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Emotional Wins Get the Business

One thing that continuously amazes me is the inattention to the emotional wins needed for a “person” to make a buying decision. When I ask a sales person, how does your customer win or get an emotional win in your offering? I get a deer in the headlights look most of the time.

So what is the importance of an emotional win? It is the reason, the driving force why the person wants to buy from you. In the absence of an emotional win 0r personal win, the person then turns to the business logical reason. This exercise usually turns to the lowest bid or price.

So, how do you get an emotional win?

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