Emotions win over Reason in Sales

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Decades of neuroscientific research suggest that salespeople who use reasoned argument on a sales pitch will close fewer deals than a seller who appeals to the emotions.

We (humans) are rational beings and trying to appeal to our customer’s intellect, showing them the reasons why our product is a sensible choice and meets their stated needs seems to be a great idea. The whole school of Solution Selling is based on this premise. Hundreds of years economists based their theories on the postulate pf rational behavior.

However, our daily observations and personal experience may suggest that we (humans) are not that rational at times. Think about Global themes of 2016: Brexit, Trump… Is that rational? Or, perhaps, emotions took over?

So, what’s in it for me, the seller?

Often (not always), customers make decisions about a purchase with a part of their brain that operates on emotions, not reason. Reasoned argument may not be particularly effective in appealing to such buying instincts, scientists have found.

A deal is always a change and people are naturally resistant to it. So, what salespeople need to do, is to activate client’s emotional response.

…for example, fear of losing money or missing out. It is that ‘burning platform’ that will galvanise them to risk making a change.

Cold reason has its place and should not be disregarded. The point of the research is that, when used alone, logical argument is far less effective in moving the needle. It is a viable helper, but almost never the trigger.

Remember that , when you prepare for your next pitch.

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Millennials drive Change in Retail

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2017 is the year Millennials overtake GenX; and it is a headache for retailers.

According to McKinsey Retail Report, it is going to be the year when Millennials will have more buying power than any generation ever. Almost 70% of them say they are influenced by friends’ social-media posts; 83% say they trust recommendations by friends and family.

Millennials increasingly discover products online before going out to shop.

68% research offers on-line before going shopping. Moreover, this generation spends more time on personal hand-held and wearable devices then any preceding one. “Who needs a computer if you’ve got phablet, iPad or Android smartphone?” You can read more on this here.

The need, then, is to create a seamless experience between on-screen and on-site shopping.

Fortunately, technology today offers several viable solutions:
  • Using smartphone for e-checkins, e-communication and e-engagement with shoppers and consumers, to blend the offline and online shopping experience. There are successful startups that offer such experience already.
  • Creating “virtu-real” formats to provide consumers with a more interactive retail experience, for example, through the use of virtual fitting rooms and augmented-reality zones. Burberry flagship store in London does exactly that.
Millennial consumers want to shop for experiences as well as products. They expect personalised interaction and offers. And through an App on the smartphone.
These changing shopping habits pose a real threat for traditional retailers and brands. However, as always, there are innovative ways to capitalise on these demographic trends. Startups like RLClub help business do it today… I suspect — this will become a new trend in marketing.

 

Another story on CX

Amazon is a true disruptor and a real nightmare for competitors…

Probably because Bezos consciously ignores competition, keepping organisation laser focussed on Customers instead. This alows Amazon to be a rule breaker and concentrate all efforts on what drives value — CX

Here is another example: have a read.