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#76 Humans buy with emotion and justify with logic

#76 Humans buy with emotion and justify with logic

Humans buy with emotion and justify with logic

September 30, 2022

Reading time: ~1 min

Proven strategies to grow cyber security sales

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Humans buy with emotion and justify with logic

It’s not called a business JUSTIFICATION by accident.

But, how do you connect with a prospect’s emotional side?

1. Frame problems using emotional words

Framing problems the right way is an opportunity to connect with your prospect

Don't say: For many, costs are up.

Do say: Many other security leaders are STRUGGLING with the rising costs.

2. Label emotions

Label and highlight the emotions you hear from your prospect (hat tip to Chris Voss)

Don't say: OK, I'm sorry to hear that.

Do say: Sounds like you are FRUSTRATED with your rising costs and the effective it is having on your plans this year.

3. Exercise empathy

Be empathetic, not sympathetic to their plight. Empathize with prospects, don't pity them.

Don't think: I feel sorry for them (sympathy)

Do wonder: What it must be like to be going through this (empathy)

4. Understand their personal pain

Personal pain, right now, is a significant driver of change.

Don't ask: How is the company affected by this problem?

Do ask: How is this problem affecting YOU?

5. Understand their personal gain

Personal gain, right now, is also a significant driver of change.

Don't ask: How will the company gain from fixing this?

Do ask: How will YOU feel or be viewed once this is fixed?

6. Use stories

People connect with stories better than they do with facts & figures.

Don't just: tell customer stories with business & logical impacts.

But also: include how the PERSON at your target account was experiencing problems, the actions THEY took, and how THEY gained.

You are short-changing yourself if you don't bring your personal and emotional side to your conversations with prospects.

Too often, we feel we need to act "business-like" or “professional.”

In reality, we are all humans at the end of the day and should act like one.

Time for a dad joke break...

If the early bird gets the worm, I’ll sleep in until there’s pancakes.

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