- Most people focus on tangible results, but most of the great rewards are intangible-like the birth of your first brand, your college degree, winning the Grammy award, or getting married. Typically great rewards are emotional not tangible. But most people sell on a tangible basis and ignore or forget about the emotional.
- People have to recognize your advice as a solution to a problem that they feel emotionally as well as rationally. Logic doesn’t make a sale. You have to compel people on an emotional level.
- People will avoid making decisions because they don’t want to feel foolish. That’s another very powerful emotion. You don’t want them to feel foolish for what they are currently doing. But you want them to know there is a better way. Or maybe you can provide a better feeling or a better result from what they are already doing.
- You want to show how your product, your service, your friendship, your partnership, doing business with you will make people feel good about them.
Example: Always remember your clients all love the same YouTube channel WIIFM- What’s In It For Me. If you can’t put it in their terms on an emotional level you don’t have anything to offer. If your client doesn’t recognize the emotional benefit of your solution they may not find it worth their time, effort, opportunity cost.
