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I’m sure you’ve heard the saying that we buy emotionally and justify logically.
In fact, according to professor Gerald Zaltman of the Harvard Business School, 95% of our decisions are made … get this … unconsciously.
The reason that purchases have to “feel” right is because our decisions are made primarily with our subconscious mind.
That means our individual conditioning and experiences drive the decisions then our conscious mind searches for reasons why it makes sense to make the decision.
As a business leader you’re probably asking, “Doesn’t that complicate the selling process?”
Well, yes and no.
Yes, because it’s impossible to get inside of every individual’s head space to understand their makeup and then individualize your approach.
No, because in the end, we’re all cut from the same mold and have the same needs and desires; like the need to be heard, to know that we matter, and to feel worthy.
Aha – “Consumers are statistics. Customers are people.” ~ H. Stanley Marcus, former Chair of the Board of Neiman Marcus
When people – and yes, every buying decision is made by a person – genuinely feel that you (or your brand) have their best interests at heart, they will respond positively.
That’s the reason so many companies have transitioned to referring to themselves as “solutions providers”.
The solution, however, starts with the most basic level of trust.
While features and benefits are the intellectual side of selling, 95% of your message needs to appeal to the emotional side of why someone would work with you or purchase your product or service.
Whether what you sell supports an individual’s performance, appearance, productivity, understanding, or security, it’s always going to be about helping them achieve a new level of themselves.
Oh and in that process, you take a big step up, as well.
“You have nothing to lose by giving your best.” ~ Lailah Gifty Akita