Closing On Emotions
Module 11: Final Talks Session Number: 70
Session Title: Closing on Emotion
This module will focus on the smaller aspects of the closing process. These small aspects will help to move your deal forward, no matter how your selling cycle is structured.
During this session, you will learn:
- Why we need to focus on emotions in the closing
- How our brains work when it comes to making decisions
- How to use this strategy effortlessly in closing
Emotions will play a significant part in any sales process because prospects make decisions based on emotion.
Step 1: Buyers make decisions based on emotion, and then they justify those decisions with logic.
Our brains contain three different components. The reptilian part of our brains includes those things that we do without even being conscious. A simple example is when we drive home from work and arrive to discover that we don’t really know how we got there because we didn’t really think about driving.
The limbic part of the brain drives our emotions and our decision-making process. It’s the key to our sales efforts because the emotional part of our brain impacts those decisions.
The frontal cortex deals in logic, so it kicks in after we’ve made a decision.
The problem is that sales reps tend to focus on the third part of the brain and they rely on logic to drive decisions. While those considerations are important, they neglect the emotional side of your buyer’s brain.
Step 2: Use an example that addresses the emotion involved in your prospect’s challenge.
Instead of telling a prospect how sales training can help reps be better prepared, I can appeal to the emotion involved in the fear of a rep leaving the company because he doesn’t feel equipped to succeed. That exit will cost the company money in onboarding a new sales rep and it will leave the company short-handed in the process.
Once you’ve addressed the emotion, you can mention the numbers.
Tasks to Implement:
Focus on the emotional part of your prospect’s brain. There will be plenty of time to deal with the logical part of the brain once you have effectively addressed the challenge he’s facing.
CEOs and decision-makers are humans who are driven by emotion. Appeal to those emotions during your sales process to help them understand the value of the solution you’re proposing.