Roles that reason and emotion play in selling

in order to use the previously-mentioned reason motivation ideas to lead the prospect's mind through the buying motion, the sales representative must first get and then hold the prospect's attention. The who and what aspects of the offering motivation idea alone seldom do the job. Emotion plays the dominant role in getting and holding attention, and the who and what aspects of the offering have more to do with reason than emotion.

Let us, therefore, examine the relationship between attention and emotion in selling. In every selling situation, a climate of emotion exists. But within this there is a hard core of reason.

The sales representative's job is to penetrate the climate of emotion so he or she can dear with that hard core of reason (with reason motivation ideas). In other words, the sales representative first must establish and maintain a favorable emotional climate so he or she can influence the prospect's sense of reason. When the representative favorably influences the prospect's feelings or mood, he or she is gaining attention and the desire to listen.

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But attention also must be held throughout the presentation or the sales representative's reason motivation ideas will be of little value.

For example, let's say you are making good progress in the buying motion when suddenly your presentation is interrupted by something beyond your control-a telephone call, an emergency in the home or office or just a noise such as loud laughter. The important factor is to recognize that interruptions can cause momentary or complete loss of attention. Other instances where attention can be lost occur when the prospect is suffering from a headache, fatigue or other minor physical ailments. In such situations, you are better off making another appointment.

In the above examples, the loss of favorable attention is easily recognized. Let's look now at a different situation in which loss of attention is not as easy to recognize. We have all been approached by a sales person, whom, for no apparent reason, we distrusted or disliked. Although we may have needed the product, we could not follow the presentation because of our emotion. It is very unlikely that this sales person will ever gain our favorable attention.

Sometimes the reverse works in the sales person's favor. How many times have you met a sales person whom you immediately liked? Perhaps you were reminded of someone you admire. In this case, progress can be made in the buying motion provided the sales person has the ability to maintain this favorable attention and make a logical presentation.

Summary-Roles that reason and
emotion play in selling

I. In order to use reason motivation ideas to lead the prospect's mind through the buying motion, the sales representative must get and hold the prospect's attention.

A. Emotion plays the dominant role in getting and holding attention.

B. Attention must be held throughout the presentation, or the sales representative's reason motivation ideas will be of little value.

C. The sales representative's job is to penetrate the climate of emotion so that he or she can deal with the hard core of reason.