Chapter 3. Using emotion in selling
Honesty
Charm
Using emotion correctly
The emotions behind buying decisions
‘Mankind are governed more by their feelings than by reason.’ | ||
| --Samuel Adams (1722–1803) American patriot and politician | ||
In selling, as in so much of life, a high emotional intelligence can be more useful to you than a high IQ. That is what this chapter is about.
People buy from people they like
Being personable is a huge advantage in selling. People don’t buy from companies, they buy from people. That means that whenever they can they will buy from someone they like and trust.
In nearly all sales it is emotion, not logic, that persuades people to buy. (What usually happens is that people buy on emotional grounds and then justify their decision ...
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