Influence Your Customer Into Buying

People buy emotionally and justify logically. Find out how you can use this to your advantage.

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Imagine you need to buy a pen to write an article in a respected magazine.

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You see a lovely Mont Blanc pen the shop window with the price tag of a small family car.

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It is sleek, shiny and gorgeous, and you dream about how smoothly the ink will flow along with the words. Your article will surely be the best prose you ever wrote. Or whatever you write. Well something like that anyway.

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The bottom line is that people tend to buy things emotionally and justify it logically.

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The justification can be terribly logical, but the decision to buy is definitely emotional.

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Why else would you be salivating at the sight of 13cm of stainless albeit with gold trim and that familiar logo?

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The banking and credit industry would be structures very differently if people only bought logically. That is to say, if you bought only what you actually needed and could afford, there will be no such thing as “retail therapy”. But there will be a lot more room in my wife’s side of the wardrobe, for starters.

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So the question is, how do you sell yourself?

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Or, put it another way, how do you persuade someone to buy something emotionally rather than logically?

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Well, first you need to know how they feel about you and your product or service.

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And until you do, you are stuck in logic and simply turning features into benefits.

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And that is not enough. People buy emotionally. People recognize when someone is trying to sell them something and often, do not like it.

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Most people also do not like to feel they are being “persuaded”.

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For example, do you ever go home and say: “Guess what someone sold me today?”

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It is far better to work at influencing people rather than simply persuading.

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Effective influencers listen more than they talk. The absorb useful information that can be used to impressive effect later.

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And the funny thing is, the more you let people talk to you, the more they like you.

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You have to be a good listener. And nobody has ever been accused of listening too much. Talking yes, listening, no.

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People “buy” people first, and the first stage of selling yourself is to get someone to like you and truly believe in you.

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They must believe that you are more concerned with their situation than you are about getting your own way. They must believe that you will do whatever is in their best interests.

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Without trust and the belief that you will do what you say you are going to do, all the benefits, added value or discounts do not amount to much.

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So, to be a top influencer rather that be seen as a “persuader” or a “salesman”, you have to be sincerely interested in your buyer’s situation.

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After all. Most people do not care how much you know until they know how much you care.

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You think this is a lot effort?

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Sure. But then, being professional is an effort too.

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It is not what you do; it is the way you do it. And that is what gets results.

And you may not even need to use a Mont Blanc.