Download Sell the Feeling e-book - The Referral Code

SELL THE FEELING“Every reason you just mentioned points toward some desirablefuture outcome, right?”“Yes,” Neil replied.Sam continued, “On a conscious level, people may invest to havecertain results in the future. But on an unconscious level, they investfor the feelings their investments give them right now.”“Like what?” asked Neil.Never underestimatethe importance andthe power of feelingsin selling—feelings arethe energy that drivespeople to buy.“Feelings of safety and security,feelings of being smart,feelings of taking care of theirfamily, feelings of building for thefuture—all kinds of feelings.Never underestimate the importanceand the power of feelings inselling—feelings are the energythat drives people to buy.”“I see what you mean, Sam,but I still think financial planningrequires a well-thought-out analyticalprocess. My prospects don’ttalk about feelings—they talk about rates of return, diversification,fees, and things like that.”Sam replied, “Your planning process may be analytical, but thebuying of your service isn’t. I’d be willing to bet your prospects andclients frequently talk about what they want to feel as a result of workingwith you, and you simply haven’t noticed. You’ve been too focusedon yourself and what you want, rather than on what your prospectswant and need to feel. Like so many other sellers, you’ve been tryingto convince people to buy based on your reasons, not theirs.“And while we’re at it, reasons frequently lead to conclusionsthat inhibit action, whereas feelings lead to action. And that, my 26