| The primary purpose of a car is to deliver you | | | | needs to buy something.o Logic is a factor but the |
| someplace, right? Any vehicle with wheels and an | | | | driving force behind every sale is emotion.o Emotion |
| engine can do that. Yet there are thousands of makes | | | | trumps logic every time - sell to emotion to watch |
| and models to choose from with a wide array of bells | | | | revenue and profit jump. |
| and whistles to tickle any fancy. Ever wonder why? | | | | Ta-dah! |
| Think about what you are driving right now. For me it's | | | | If you can address an emotional need or desire, you |
| a five speed VW with a stick. It's not new, it's not | | | | can make a sale. The key is to know what your |
| fancy but I love driving it because that's exactly what I | | | | customer's emotional buttons are and be able to make |
| feel like I'm doing when I'm behind the wheel - I feel like | | | | them ring. |
| I'm driving. | | | | I'm not suggesting you use trickery or sneaky tactics |
| From the plethora of available automotive options | | | | to worm the hard earned cash out of your prospect's |
| before me at the point of purchase, why did I choose | | | | pocket and into yours. The world is full of folks who |
| this one? | | | | have done plenty of that and make it much more |
| 1. I didn't want a car payment and it fit my budget - | | | | difficult for the rest of us good-intentioned souls to |
| logical. | | | | earn the trust of our potential customers as a result. |
| 2. Volkswagens are well engineered - logical | | | | I'm saying that you should invest the time and energy |
| 3. It's zippy and fun to drive - emotional. | | | | to learn who your customers are, what they really |
| Sure, VWs have their quirks but that's part of their | | | | want, what matters most to them and then show |
| charm and far outweighed by the zip factor! | | | | them how what you have to offer fits perfectly with |
| I made my choice based on three things - price, | | | | their needs - both logical and emotional. |
| performance and fun. Of those three, the last one | | | | In my car purchase example, my button was "fun." For |
| carried the most weight. A Toyota Camry would have | | | | your customers the button might be - safe, secure, |
| cost about the same and is well engineered but I've | | | | peace of mind, risk, thrill, winning, ahead of the curve, |
| driven a Camry, and at the risk of offending 11 zillion | | | | youth, health, beauty, social conscience, environment, |
| Camry drivers, let me just say, " Y-A-W-N!" All | | | | freedom. The list is endless and for your product or |
| practical criteria considered and being somewhat equal, | | | | service there may be more than one button. |
| emotion trumped logic and I bought the fun car. | | | | Become the master at understanding how what you |
| How is this gripping account of my automotive | | | | offer meets your customer's emotional needs and |
| preferences useful to you and your business? Follow | | | | your business will not only become the solution to your |
| the bouncing ball:o The purpose of a business is to | | | | practical need for food and shelter, but will satisfy |
| make a profit.o The way to make a profit is to have | | | | whatever emotional buttons inspired you to start your |
| revenue exceed expenditures.o The way to generate | | | | own business in the first place. |
| revenue is through some form of sales - somebody | | | | |