The role of emotions in the selling process

Salespersons are critical in representing the company, and even if the service provided is of high quality and your marketing strategy is decent, it may not matter if the salesperson is unable to effectively sell themselves to the prospective client.  The ideal outcome is that the client thinks "This manager will help to cover my needs, I trust him/her" after the initial call. Technical skills, general erudition, and understanding of the field are still the base, but emotional intelligence is the missing link that can make the difference between a mediocre salesperson and a great one. 

Emotions drive buying decisions.

For example, in the IT outsourcing business, there are hundreds of almost similar companies - the range of services,  technology stacks, pricing, and expertise. Of course, there are companies deeply focused on one domain or technology and they are standing out of the trend, but you hardly find differences within the majority. So when clients search for a vendor they shortlist 3 to 10 companies for some objective reasons like location, referrals on aggregators, and information they have got on the website, and then reach out to them. And when they face similar offers and conditions, emotions drive buying decisions because people tend to make decisions based on how they feel, rather than purely on logic or rational thinking. Many factors can trigger emotions during the buying process, such as smooth communication, perception of proficiency, cultural fit, or feeling of confidence in the future success of their common project.

Emotions can also influence how people perceive the value of a product or service. Additionally, people often make impulse buying decisions based on their emotions, even when it is not the most practical or rational choice. Marketers and salespeople who understand the emotional drivers of their customers can use this knowledge to influence their buying decisions and improve their sales effectiveness.

Here are a couple of examples of how emotions can influence buying decisions:

• Brand loyalty: Consumers may feel a strong emotional attachment to a particular brand, which can influence their decisions. For example, someone who has always used Apple products may continue to purchase Apple products even if a cheaper alternative with similar features is available. But it must be emphasized that brand loyalty globally tends to decrease.
• Social influence: Emotions such as the desire to fit in or impress others can influence purchasing decisions, like purchasing a luxury brand handbag to fit in with a certain group of people.
• Fear of missing out (FOMO): Emotions such as anxiety and fear of missing out on a limited-time offer or a scarcity tactic ("only 2 left in stock!") can create a sense of urgency and push consumers to make a purchase.
• Personal values: Emotions tied to personal values is the most powerful trend nowadays. People who place a high value on sustainability may choose to purchase eco-friendly products, even if they are far more expensive.
• Impulse buying: Emotions such as excitement or happiness can lead to impulse buying decisions even if goods are not necessarily needed. Intentional speculation on impulse buying is regarded as toxic, non-sustainable in the long run, and harmful to brands.

Successful sales people manage their own emotions and understand the emotions of the clients

Salespeople must be able to handle emotions during the selling process because emotions are contagious and can easily influence their customers. If a salesperson feels anxious, stressed, or desperate, this can create a negative font in the negotiation process and make customers less likely to make a purchase. On the other hand, if a salesperson maintains a positive and confident behavior and manner, this can create positivity and trust in the customer and increase the probability of a successful sale. Additionally, managing own emotions can help the salesperson stay focused on the customer's needs and concerns, rather than becoming too focused on their own desires for a sale. This can ultimately lead to better communication, a stronger relationship with the customer, and increased sales success.

Emotional intelligence is a skill that could be developed, so here are some tips to help:

• Practice self-awareness:  pay attention to your own emotions, and learn how to recognize and label them. This can help you better understand your own behavior and how it affects others.
• Practice active listening: be fully focused on what the other person is saying, ask clarifying questions, and repeat back what you heard. This can help you better understand and connect with others.
• Learn to manage your stress and emotions so that you can stay calm and focused in challenging situations. Techniques such as deep breathing, visualization, and positive self-talk can be helpful.
• Practice empathy: try to understand your counterpart’s thoughts and feelings; show admiration for the path the person has taken or the project they are undertaking. That will help you to build stronger relationships.

By understanding the emotions behind a customer's purchasing decisions and the challenges they are facing, salespeople can tailor their approach, proposal, and communication style to build trust and rapport. That can lead to a deeper understanding of the customer's needs and desires, allowing the salesperson to provide personalized solutions that resonate with the customer's emotions. Active listening, empathizing, paying attention to the tone of voice and mimicking, an active curiosity, and reading the body language are the tools that will help to understand a customer's emotions. That will help a salesperson anticipate objections, prepare beforehand, and respond to them in a way that addresses the underlying challenges behind them. 

Human to Human

A lot of sales professionals tell us that there is no such a sales model as B2B or B2C. Now it is an era of H2H, a human buy from humans. In a modern way of life and with the global problem of loneliness, simple open trustful relations are the new gold. And don't take the selling process too seriously, it’s still a mindful game, and I’ll suggest you some hints to be more successful in it:

• Sell yourself first, and then your service - build trust, rapport, and closure of a deal will be a matter of time.

• Clients speak only about what is important to them, and they don’t care about your product or service characteristics, he cares about how it will cover their needs. Listen to the client.

• Be optimistic even if there are no signs of optimism. No one likes to cooperate with grumpy people.

• Price without Value is nothing. Show the Value, create the Value.

• Don’t lie. The Fake it till you make it concept failed massively. Transparency and openness will give you more credit at a distance.

  

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