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?