INTENSE Emotions Sell Like Hotcakes . . .

So How Fast Is Your Coaching Selling?

It is said that 98% of all sales are closed emotionally . . . and THEN justified logically.

Yet, I hear many coaches sound so dull and academic about their coaching that it could put some of their listeners to sleep. Anything but emotional.

So, let’s explore emotions vs. logic in coaching, consulting, training sales. How to drive them crazy to buy.

I’ve heard coaches try to logic a sale.

  1. I have THE BEST answers for you (logical without proof, but still very dull and not exciting at al, still requires proof even for the logical side, but misses the emotional side).
  2. My coaching costs $500 a month in comparison to _______ at $1,000 a month. (logical argument)
  3. I’ll help you reach $100K in your business within 5 months, and only cost $500 a month. (very logical, and enough logical value does generate a little excitement, but this isn’t one of those emotions that excites us to a sales orgasm).

When we are talking about generating INTENSE excitement is something like

  • A child’s excitement upon seeing HIS toys under the tree on Christmas morning. 
  • A  person dying of Cancer who was just told there IS an answer

If you had to measure the level of excitement that you generate whenever you meet them in a sales situation where do you come in on that scale? The child’s excitement at Christmas being the 10, and possibly the person dying but found an answer as being even a 12 out of a possible 10, all of the way down to zero emotion at the bottom.

Where do you typically measure on that scale when you meet someone to sell your coaching? 1 or 2?

I’ve even heard coaches avoid emotion totally in a belief that emotions don’t belong in any sale. Hmph. Boy is that off target. People who are excited about something won’t stop at anything to get it. People with no excitement aren’t motivated to do anything.

In fact, what position on that scale do you generate in excitement whenever you touch anyone anywhere any time?  I’d like to challenge you that you should be exciting to everyone you touch.

And your position on that scale? Isn’t it pretty close to the sales close ratio you are getting?

Now, if you could increase the intensity of the emotions you generate during a sales call isn’t it likely that you’re sales will increase that much as well?

It will. I guarantee it.

Brains, Emotions, Sales Results

Logical thinking is a left brain activity.

Emotional and creative thinking is a right brain activity.

Actually MAKING final decision is . . . a right brain activity.

So, even when you are persuading your prospect to buy with all of the logic and reasons in the world, it isn’t until that logic moves across to the right brain that a decision to buy is made. What do you think would happen if you spent more time convincing the right brain with the language it understands . . . emotions? More sales, easier sales, faster sales . . . right?

Vision: You Are an Engineer of Excitement

I’d like to plant a vision that you are an engineer of excitement. Whenever you meet anyone anywhere at any time, your job is to increase the excitement to a level that this person walks away always happy and excited about what he has discovered from you, and anticipates that there is MORE, LOTS MORE to come. The more excited, the more committed he is to buying from you. In fact, the more excited he is the more likely that he’d even fight to get that rare time slot in your schedule.  

See how this changes things? 

Don’t get me wrong here. By raising that level of excitement you are making a promise to everyone you meet that you can and will deliver. You’ve set a level of expectation and anticipation that you HAVE to fulfill when they line up to get it, and they will start lining up when you raise their excitement to these kinds of levels 

There is ONLY one difference between hype and reality, DELIVERING the results.  

You may have heard, “Sell the sizzle not the steak.” Well, this is the sizzle. But sizzle becomes hype only when you can’t deliver. This is not hype. You are for real and making promises to those you meet while exciting them over the potential.  

If you can deliver, you are for real. If you can’t deliver you are all hype. That’s the only difference. 

Evaluate Emotions Involved in a Typical Sale. . . Then INTENSIFY Them

Let’s start with a logical sale first, and how that emotionally might impact you if you were the buyer. You’ve got to understand the emotions and how they will impact you before you can instill those emotions in others.

We’ll assume that we have developed logical reasons to buy, and you are leaning toward buying. What are the likely emotional responses?

This might seem awfully basic, but we’ve got to understand the basic emotions before knowing how to raise the emotions to intense excitement.

A decision to buy could be accompanied by

  • Content, comfort, relief, satisfaction
  • Discontent, frustration, dissatisfaction
  • Neutral, right in between, indifference.

Once you have some level of logical reason for doing this and have made that decision, the emotions could be that there is relief that you are moving forward instead of setting on it, comfort knowing that problems you’ve had may be resolved, or that what you’ve always wanted will soon be coming. These can also vary in intensity, but still, they are mostly low level and what I’d call “satisfied” types of emotions.

Take a look at the graph on the left to find where “satisfied/dissatisfied fits in relation to the entire range of very intense emotions. It’s a small section right in the middle.

Yes, your prospect has to be satisfied, content, comfortable with any decision he makes to even make the decision, but that’s still a weak range of emotions at the center. It could flip flop in either direction rather easily.

It’s only when you connect with your prospect in a way that leaves him truly EXCITED about his purchase that you have LOCKED the sale in.  We want to operate in the area of “intense excitement” not just “contented”.  The more excited they are the higher your sales.

There are three places to generate emotions. Upon delivery of the results, between the sale and the delivery of results, and prior to closing the sale. You have to be sure to deliver excitement at each of those levels. Understanding what emotions are involved at each of those levels will help you develop the proper pre-sale emotions so that you get more sales.

Emotional Outcomes Upon Delivery

Possible emotional  outcomes after your prospect has experienced the real results might be, let down, disappointment, anger, unsatisfied, satisfied, excited, and even anticipation of more excitement to come (or anticipation of disappointment, anger and more dissatisfaction).

You have to deliver not only some results, but the higher you can keep the emotional results the better you have delivered on your promise. Even delivering the physical results without the emotional results is a “let down.”

Emotional Outcome Between the Sale and Before Delivery

There are several possible thoughts that can generate emotions here. One is over the decision (right, wrong, second guessing), and the other is anticipation of the final result.)

Emotions about the decision – fear that it was the wrong decision, comfort over having made a decision, comfort/content that it was the right decision.

Anticipation of the final results — disappointment, satisfaction/dissatisfaction, excited

To a certain extent these may overlap. The more you anticipate a positive result, the more content you will be about having made the right decision, and vice versa.

Emotions Prior to the Sale

 These are the emotions that will either get you the sale, leave you in no-decision land, or the BIG NO.  Just be aware that a no-decision is still a no-sale.

In any case, our goal is to generate a more intense emotion for the pre-sale than just “content, or comfort to make the sale”. Although that will get you some sales, it’s the intense emotions that drive them crazy, get them to line up and beg you to help them.

Your sales results will skyrocket.

Your Sales Meeting Is to Raise the Emotional Level Not Logic Them into Buying

Although most coaches focus on THE LOGICAL sale by focusing on telling the logic of the sale. You’ll soon discover that your job during that sales meeting is to do just a little logical exploration around what they want by asking questions. You’ll discover more by asking than telling. And then you find what excites them, and start raising the level of excitement further and further.

Ask questions to discover what they want, then question to discover what’s the most important to them emotionally. Excite them to a level of intense excitement and desire to finally be able to achieve those results.

Just telling them the logic of your reasoning is a weak sale, but an excited prospect is SOLD.

Your job is to discover and create excitement around the potential, then to escalate the excitement further during the meeting.

Someone leaving a meeting with you who is not just trying to figure out the logic of buying from you, but is now EXCITED about getting results like your other clients, EXCITED about something even deeper than logic. There are logical surface reasons to do business, such as “improving their income by multiples”, but beyond that are the deeper reasons such as their whole life changed due to the additional income, family FINALLY being able to achieve their dreams, travel, education. Find where those deeper meanings are, and THEN ask how important that is to them,  how exciting that is.

When you find those kinds of answers, start digging into questions about feelings. What would it feel like to FINALLY, after all these years of struggling without ever getting there, to get to that dream?

I’ve seen executives cry when they feel the past pain, and suddenly feel the emotions of FINALLY achieving their dream.

Do you think that they will hesitate before buying when they are that excited?

No Matter What Emotion Is Generated . . . the More Emotion the Better

Raising the level of positive excitement is just ONE area of focus, and possible the best. But, keep in mind that, whenever you get the prospect FEELING anything, you’ve struck a nerve.

Feeling pain gets them in touch with what they don’t want. It reminds them, and drives them to fix it. But NEVER leave them there. After touching a negative emotion, show them a way out and let them FEEL the other side as well. Show them a before and after FEELING, and then ask them what they’d do to go from before to after and what it would feel like. LET them explore that difference and share it with them. That’s an emotion itself, sharing those feelings.

There are lots of different emotions, from feeling the pain, happiness, content, satisfaction. Many more. We’ll discuss some over the next few weeks.

Whenever you actually generate an emotion in someone you touch . . . you are connecting with them. The more the better. People actually will appreciate you for having helped them feel those emotions.

Exploring the Expected Vs the Unexpected

It’s easy to lose perspective on what’s important, what’s not, and what will change-your-life important, a totally different level.

I hear business owners all the time talking about how happy they make a customer. They THINK they are outperforming their competition when they deliver what I would call “the expected” results to the customer.

Let’s put that in perspective however.

The graph at the right shows the amount of effort necessary to generate different levels of customer satisfaction under two different conditions.

The first condition is “While Delivering what’s expected”, and the second is “While Delivering the Unexpected, but highly desirable.”

Things that are expected, are products and services that work as expected, deliver what’s expected, quality (most work), delivered on time, etc. What’s expected is NOT exciting. About the only time someone will get excited is when they get angry when they don’t get what they expected. So don’t think they are getting excited that you deliver exactly as they expect . . . at least not until you’ve raised their level of expectations to something VERY EXCITING (see the next section on reaching beyond what’s expected).

The green line represents the satisfaction levels that can be generated when you meet expectations. Basically, you have only two choices, deliver it as expected, or don’t. The results are simple, “satisfied” or various levels of dissatisfaction moving down the green line to the left bottom.

So, let’s start at the lower left on that green line. That’s when you put no effort to satisfying the customer at all. You get the least satisfaction.

As you turn up the effort and focus on delivering “the expected” you get almost a linear increase of satisfaction vs. effort . . . at least UNTIL you get to actually delivering 100% of what’s expected. At that point you have a satisfied customer.  And there’s not much more satisfaction to be had no matter how hard you work at it.

In other words, no matter how hard you work beyond “meeting expectations” there really isn’t much more satisfaction to be had.

Satisfying a customer is not only an “expected” outcome, but an “average” company result, middle of the road, not outstanding. It’s in the middle of the satisfaction measurement for a reason.

Notice how “satisfied” is in the carter of the “satisfied” vertical measurement?

I still hear people say, “but I’m better than my competition”.

Well, then, you are probably operating on the green curve to the left. You may be better than someone at delivering the expected result, do it more often, or deliver more of the expectations than someone else, but that doesn’t make you good, nor does it move your customer above “satisfied.”

You still missed satisfying the customer, however you are making him happier than someone else, . . . but you still missed the target. He isn’t satisfied.

Now let’s move to the red line on the graph to the upper left. This is where you deliver something that was totally unexpected but HIGHLY desirable. It’s a surprise, but a very delightful one.

Notice the effort vs. satisfaction red line. If you don’t put any effort into delivering it (left side), you don’t make the customer unhappy, so you leave him either satisfied, or at whatever level he was otherwise.

As you put more effort into delivering the unexpected but desirable, it’ll eventually start raising the level of satisfaction toward delighted. The emotional levels involved also start skyrocketing toward EXCITED.

There is no upper level to this. The sky is the limit. Deliver more and the customer gets more and more delighted and more excited. I hope this is a very exciting aha moment for you because this is a never-ending opportunity to excite and delight everyone you tough. In other words, an unlimited number of very happy clients for you.

That’s where your opportunity lies. Not in continuing to work JUST on the expected.

Deliver the Expected AND THEN Deliver the Highly Desirable . . . But Unexpected

Don’t miss this critical point.

You HAVE to always deliver the expected to a level of 100% satisfied every time, all of the time. Without that you’ll get unhappy customers.

But once you consistently deliver “the expected” then your next level of success is in your figuring out what is totally unexpected but would drive them crazy. Something they’d almost be willing to kill for, and then make sure that they get it and then some.

Create Emotions . . . Then Intensify Emotions

Just look at your sales job as “creating emotions” and then “intensifying the emotions” you find. You will be their Santa Claus. They will be the child coming into the room finding their dreams all under the tree.  You’ll be fighting them off instead of fighting them to convince them to buy.

We’ve already discussed the sales process in other articles, but will review them over the next week or so with regards to driving those emotions higher.

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