Emotional marketing is not a new phenomenon. Marketers have long used this to attract customers and increase sales. Emotional marketing is not about the products that are purchased, but about the emotions, feelings and values it evokes.
Most purchases are made based on emotional arguments. Rational choices also play a role, but this is a justification after the product has been purchased based on an emotional choice. We buy emotions. Christmas advertisements, for example, are more emotional than product-related, and the products themselves are often not presented in a major way. It's about the emotional appeal that makes you feel something about a product. How can you use emotional marketing as a seller? In this blog we give some tips.
Sell and 1. Make use of music
When an event with a strong emotional charge occurs, our brain accurately records the environment. If music is played in the background at that specific moment, our brains quickly make a link with a certain emotion. Research shows that if the music and the product match each other, the purchase intention increases. As a seller you can use this by, for example, playing music in a showroom. It is important that this music evokes the right emotion and that it fits your product. Therefore, take the time to investigate which emotion suits your product.
2. Surprise your customers
Surprise is an important emotion. You can put this emotion to good use by getting your customers to buy more. Zappos, an online shoe and clothing brand, is known for often surprising its customers. For example, they often give free upgrades to customers so that their order arrives earlier than the usual delivery of 2 to 5 working days. As a seller, there are countless ways in which you can surprise your customers. For example, by offering faster delivery, a free product or extra warranty.
3. Find out the purchasing motives
When you are talking to a customer, it is important to uncover their buying motives . You do this by showing genuine interest and asking the right questions. For example, if you notice that status is very important to a customer, emphasize this during the sales conversation. And when you notice that a customer places great value on security, emphasize the warranty period. Therefore, link the buying motives to the product's features. When you, as a salesperson, make good use of this, you will be able to sell more.
Do you want to improve your sales skills?
In this blog, we have provided some tips on how you, as a salesperson, can utilize emotional marketing. For over 30 years, we have been helping organizations sell better. We offer a wide range of sales training courses and would love to teach you how to improve your sales skills.
The customer as the starting point
Successful sales begin with a deep understanding of your customer. Not just what they want to buy, but why they want to buy it. What problem are they solving? What ambition drives them? By asking these questions, you shift from product-oriented to solution-oriented selling. And that is exactly what customers are waiting for: an advisor who thinks along with them, not someone who prints.
Therefore, invest time in your preparation. Research your client's industry, read their annual report, and check their website and social media. The better prepared you are, the more relevant your questions and the stronger your position in the conversation. Clients notice the difference between a salesperson who has done their homework and someone making a cold call with a standard pitch.
At Kenneth Smit, we help professionals become stronger in their field. Discover our Expert in Sales Basics training and take the next step in your development.
