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Getting Emotional

Jun 5, 2008
In sales, your best bet is to appeal to your prospect's and client's emotions. Forget about the logic (for the most part) as it comes in a distant second to emotions. The following story is about how powerful emotions can be. Some college students experimented with this and the results are astounding.

Before class the students all got together and agreed that if the professor moved to the right of the classroom, to the student's right as they were facing the classroom, the students would sit up and pay close attention. They would be attentive, quiet, smile, and nod approvingly at the professor. But if the professor moved to the left of the classroom, the farther left he went, the students would cut up, act out, throw things, look away from the professor and act disinterested.

As the class began and the professor began to speak, the students followed through with their plan. They noted that after about half an hour the professor was practically glued to the wall on the right side of the room. And the students, as agreed, were eager to hear everything, listening excitedly.

They did the same the next day only reversing the sides. As the class began, the professor was already pinned to the right side of the class. But as the reverse experiment started taking shape, it didn't take long for the professor to make his way to the left side.

Throughout the whole process, the professor had no idea what was going on. The professor didn't know that they were doing this and had no way of knowing that they were doing this. He was massively affected by what they did.

Why? Well, we like it when people approve of us, we love to be smiled at, we love encouragement, we love to know we're having a good impact on people, we love it when people have interest in what we're saying and doing. These are all fundamentally emotional reactions.

How would you like to be able to affect people in that same way and get them doing things and responding to you in ways that up to now has been happenstance?

The thing to remember first and foremost is that people are led to decisions based on their emotions. Emotions bring people to decisions, logic cements or potentially breaks that decision. The logical aspect is actually is very minor. Obviously, for each person it's slightly different, but if I were to just grossly generalize, making decisions based on emotion may be as high as 80, 85 percent while logic is only a very small 15, 20 percent to back it up.

A person who makes their living persuading but can't use emotions well will most likely never make much money, at least the cards are stacked strongly against them. In other words, a person who can make strong logical arguments but is not adept at utilizing emotion has the cards strongly stacked against them.

So how do we do this? Well, stay tuned for an upcoming article for more information about getting to your prospect's and client's emotions.
About the Author
Kenrick Cleveland teaches techniques to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.
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