Once needs have been identified, customers commonly rely on trust or confidence and their feelings about the salesperson and the supplier company when deciding what to do and whom to buy from. What this means for you, is that in addition to all the facts, needs, features and benefits involved in a sales interaction, you also must pay attention to their feelings, perceptions and emotions.

Appealing to emotions is really about presenting your own character or authority. The most rational, logical argument will never gain traction if your prospect is questioning your trustworthiness, character or integrity.

When you make your next sales call, ask yourself these two questions…

If I was the buyer, would I have good reason to believe what I am saying?
If I was the prospect do I get the impression that the salesperson really understands my business?

Your answer to both questions has to be Yes. And to get this agreement, you have to do some work. Here are some guidelines…

• Make promises you can keep and keep the promises you make
• Call when you say you’ll call
• Provide the information you say you’ll provide
• Keep all appointments
• Put honesty before the sale – learn to walk away if you can’t really help the prospect
• Never knock rivals merely to score a point or even to win the deal
• Demonstrate that your understand you products and industry
• Learn to work collaboratively with the prospect to reach solutions
• Point out trends and new developments that are relevant to your prospect, not that promote your products / services