Why BDMs need to target Hope, Love or Fear

 In Message creation

“I only know about four things when I create an ad – love, hope, hate and fear”. AdobeStock_80143739 (Medium)

This is a quote by Bob Goodman from the book, The New Prince by American political commentator and author, Dick Morris

What’s the point in sharing this quotation with you?

Simply this.

When you are prospecting for business keep in mind the emotions of love, hope and fear (omit hate). These three emotions are the hardwired reasons why prospects buy. In particular, hope and fear will be pivotal.

For example, Hope, that I’ll look good to my boss by buying. Hope, that I’ll have more status, influence and power by buying. Hope, that I’ll get a promotion, raise, or a windfall etc. by buying.

Fear, that I won’t be promoted if I don’t buy.  Fear, that my status will be diminished if I don’t buy. Fear, that I’ll I’ll embarrass myself if I don’t buy.

As many of you know, people won’t admit to using emotions to buy. They’ll justify a buying decision with logic and facts. You’ll never hear someone say, “Buying this will upgrade my status at work”.

Another thing to keep in mind when you’re with a buyer is this. Projecting emotion, helps release emotion in the other person. Perceived genuine enthusiasm sells. Before speaking with a prospect, make sure you have total belief of the benefit of your product and/or service.

Project that belief at the start, middle and close of a customer interaction. The first ‘selling job’- is on yourself.

Your CALL to action/HOW to apply for this post: Reflect on one of your recent buying decisions. Which of emotions of love, hope and/or fear were involved?

In non-A class prospect/customer interactions, experiment with giving yourself a sales pitch about the worth of your product/service, before talking with the person. After a prospect does buy, reflect on which of the three emotions you tapped.

Check out this post on being BOLD versus being timid.

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