Are You Selling Emotionally or Logically?
by Ken Hall

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Why is it so important? Well, it explains so many actions that often seem illogical. In the book Attracting the Affluent, studies were cited that indicated that, while affluent travelers felt the fares for First Class were outrageously high in comparison to Economy Class (often running 10 – 15 times as much,) the affluent travelers wouldn’t think of flying Economy.

Their emotional motivation was, quite frankly, they just didn’t want to ride in a manner they felt was unsuitable for someone of their position. Their “logic” for justifying their decision was Economy Class was too crowded, had insufficient leg room, etc., and they would arrive at their destinations too tired.

Another way to study this is to look at the purchase of a Rolex instead of a Timex. Does the Rolex keep time more accurately? Of course not. Or, in today’s gas-conscious world, how does Ferrari sell its model 612 Scaglietti that costs over $300,000 and has a waiting list more than two years long? Its fuel consumption of 10-mpg is much worse than what a Prius can do for less than one-seventh the cost. Egos, self-image, and perceived status are involved.

So, where is the logic in a decision to buy a Rolex or a Ferrari? More often than not, the buyers see it as what someone of their stature deserves, and to buy something less would invite questions of taste, if not downright ridicule.

How does this help you, a seller of vacation travel? Recognizing the relationship between emotion and logic, you are better prepared to satisfy your client’s dreams and overcome most of the objections you may encounter.

Sell them a balcony cabin on the cruise, so they can sit and relax as the vessel transits the Panama Canal (the emotion) at a price that is only $15 per person per day more than a lower cabin which won’t be nearly as enjoyable (the logic.)

Help them avoid being disappointed by missing out on a wonderful vacation experience (the emotion) by making their reservations for that trip to Christmas trip to Europe now, before it is sold out (the logic.)

It is possible for logic and emotion to switch. Right now, SUVs, which were popular because the family “was safer in them,” are taking a hit in sales because of their poor gas mileage. The poor gas mileage is the emotional issue, and getting rid of the SUV in favor of a vehicle that gets better gas mileage is the logical justification for action. Don’t believe me? Wait until gas goes below $2.50/gallon now that consumers have become more used to high gas prices. SUV sales will then increase again.

Study your clients and potential clients, and always keep in the forefront of your mind that people buy based on emotion and justify their purchases with logic. You’ll be a better, a more successful salesperson!

Ken Hall is president of www.HomeBasedPros.com, a weekly e-letter with marketing and sales tips for the home-based travel agent. For more information and to sign up, go to www.HomeBasedPros.com.

(Credit: HomeBasedPros.com)