Behind every closed sale is a strategy – a process that needed to be followed through on in order to satisfy the buying mind. This process can be stretched out or it can be minimal in temporal nature, but it can’t be avoided.
There are three things that are certain in life – death, taxes, and this buying process.
We may not always notice it at first because it’s not always overtly obvious – but if we see a closed sale on the results board at the end of the day we can be certain that this process occurred.
Want to know what it is yet?
I hope so, because the first step is:
We are uncontrollably attracted to that which is taken away from us, especially if there was once a chance to own that particular thing – whether it be a product, an idea, a piece of knowledge… a small fries from KFC.
That’s the second time in as many weeks I’ve mentioned KFC in a blog, I’ll look into that I promise.
This uncontrollable attraction is most commonly called curiosity. We get curious about the new iPhone to be released, the new app available that everyone just started using, the taste of the salt on those fries.
It is curiosity that causes to enter the store, to make the call to find out more or to read a review of a product online.
The curiosity can last milliseconds before it is dismissed as useless and we move on or it can last weeks before we have no choice but to find out more.
The elongation of that moment of curiosity we feel towards that which strikes our attention is the defining factor of whether or not the next part of the process will take place:
Generation of emotion
In order to move forward in any decision-making process we need to have some fuel in the tank to drive its importance in our own buying landscape. That fuel in the tank can be referred to as emotion – and the more of it that is generated, the more we will feel connected to the product, service, idea, anything.
Emotion is the key.
And here’s the thing – it doesn’t always need to be positive emotion in order to move a decision forward – in fact quite often a negative emotion is what will ultimately drive us. If we feel anger at our weight class and that’s enough to drive us to buy a gym membership, then the negative emotion was good thing to feel.
Curiosity gets things started, then emotion kicks in and we express the primal urge to complete the process by establishing a relationship with a product, service or salesperson, this is typically exemplified in the modern world by swiping the credit card.
Check out the Tonal Persuasion Method for Sales by Darcy J Smyth – right here.
Connection and Relationship
And we have arrived at the final part of the process.
The arrival at this part of the buying strategy essentially means that our buyer’s threshold of curiosity and emotional drive have been met, leading hem to take action on a buying decision.
The best part about this from a sales perspective is often that because someone has made an emotional decision, they will most often justify it after the fact – this time with logic.
The unconscious, logical justification of a purchase will often be played out by telling our friends about our new toy (referrals) or seeking ways to improve the new toy through a number of means available (upsell). Both of these are beneficial in the area of sales and if we believe in what we sell then they are both highly ecological processes involved in the buying decision.
Next time you have the ability to sell, which if you are reading this I am guessing is often, aim to pinpoint the part of the process your potential buyer is at. It will help you decide whether to encourage their curiosity, build their emotion or close the deal moving forward.
Tags: curiosity emotion persuasion relationship sales