CLOSE MORE SALES WITH EMOTIONAL APPEALS
By Larry Mersereau, CTC

All buying decisions are based on emotions.

That means that your advertising and promotion and your sales presentations must be loaded with emotional language. I've put together a list of leading emotions people base their buying decisions on, plus a list of words that are proven to play on those emotions. (If you'd like a copy of the list, email me at Larry@magicformula.com. I'll send it as a .pdf file. Yes, it's free.)

You've probably heard that you should sell "benefits," not "features." A benefit makes their life better in some way. They'll be healthier, more attractive, happier, and closer to their family. A feature is the nuts-and-bolts that make up the product. Six hotel nights, round trip transfers, air fare are features. The benefits make the sale. The features help them justify the expense.

Within each feature, there is a benefit. They don't care about transfers. They care that when they get off the plane they'll bypass the mess at baggage claim and relax in the back of their luxury limousine. While they sip perfectly-chilled champagne, their tour escort will fight the crowd, collect their luggage, and lift it into the trunk for them. Want to add snob appeal? "You'll be the envy of the other travelers as they drag their luggage past your limo and line up to wait for the next shuttle." OK, that's a bit much, but it would work on some clients!

It's also important to realize that, once they've made the emotional buying decision, you can blow it by presenting too many facts. If the limo was included in your package price, you can quickly lose them by breaking out the cost. When they find out its $150 of the package price, they'll start thinking "shuttle." But you know they won't get excited about a shuttle, so you've included a feature that's loaded with benefits. Yes, saving money is a benefit. But, "You'll save $100" is not nearly as alluring as "relax and ship champagne in air conditioned comfort while your chauffeur deals with the hassle and work."

When they say: "That sounds wonderful," get out the contract and close the deal. They're ready.

Sound cold? Hey, do you want to make money in this business or go down in history as a great humanitarian? Once they've fallen in love with something you've presented, close the sale, write it up, congratulate them on their good taste, and go to the bank.

Larry Mersereau works with business owners, marketers and professionals who want to bring in more business so they can take home more money. Download a FREE chapter from Larry's newest book at http://PromoPower.com.

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