Selling To and With Emotion!

December 22, 2013 by Alan Dodson

emotionIn the sales world, I hear salespeople utilize “wants and needs” like they are the same thing. Nothing could be farther from the truth. It is true that all sales are based on wants and needs, but they are different from each other and before you can be a successful sales person, you must know the differences and what is the driving factor, particularly in the events business.

For weddings and events needs can be physical (food, location, transportation, rentals) or emotional (pretty, smooth, fun). Wants, however, are almost always emotional. Whenever we purchase something, it’s because the purchase satisfies a want. It may or may not satisfy an actual need.

Let’s face it, when someone decides to get married, they only NEED, a marriage license and an official to execute it. Literally everything else is a WANT when it comes to the formal ceremony and reception party.

Whenever a want conflicts with a need, the want always wins. Always!

Which means if you’re selling something based on need or perceived need and your prospect wants to avoid spending that much money right now, there’s not likely going to be a sale. Unless you can show the value and develop an emotional connection for the prospect that makes the purchase of your product or service a strong WANT.

So as you’re talking with your prospect, ask about all their wants and needs, not just the obvious ones. The more emotional wants you can uncover, the greater your chances of making the sale. But remember, want or need, the PURCHASE will be driven by emotion. If it is a need, they will justify the price logically, if it is something that they REALLY WANT, the price becomes insignificant.

Science defines emotions as brief multi-component responses to challenges or opportunities that are important to the individual’s goals, particularly social ones.

Take time to know, and to take notice……

Until next time, Alan

Alan Dodson conducts specialized workshops covering sales, marketing, social media and Master of Ceremonies and does one on one consulting with his company Top Gun Systems.  His goal is helping event professionals excel in their local markets.  He has been a sales specialist, mobile DJ, entertainer and event professional for over 30 years.  He owns a 29 year running bridal show and Mr. Picture Booth Manufacturing in Bristol, Tennessee and is the Entertainment Director for Concierge Weddings & Events.

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Alan Dodson Alan Dodson (16 Posts)

Alan Dodson is a 43+ year veteran of the wedding and special event industry. He is a recognized authority on sales, marketing and social media for wedding and event professionals. Alan is an accomplished speaker, presenter and author. He is a featured writer for several international magazines & blogs and regularly speaks at International Event Industry Conferences. Alan has extensive training in electronics engineering and writes reviews of new and updated equipment for the DJ industry. His company, Top Gun Systems (www.topgunsystems.com) represents, and establishes dealers for, the audio brands of Feur Germany, Voyz USA, LD Systems as well as Ultrasone Headphones, ProX Cases & Trussing, Xstatic Lighting, Uno Laser and Earthquake Audio. He also offers sales, public speaking, Master of Ceremony and social media training in workshops and individual consulting. As a DJ/MC/Entertainer Alan specializes in weddings and is known as “The Wedding Wizard”. Alan can be reached by email at alan@djalandodson.com and on social media at: Twitter.com/alanbdodson, Facebook.com/alanbdodson, Linkedin.com/in/alandodson


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