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February 23, 2016
Sales  |  4 min read

The Art of the Sale is an Emotional Experience

by Dave Dee

What is it a potential customer wants from the products or services you offer?

They are looking for a transformation—something that will cause an improvement or make their life a little easier.

What you need to do is build the ultimate offer to attract attention. You have to know what that ultimate offer is and then build everything backwards to support that.

Before we identify what the ultimate offer may be for your business, let’s first start off by identifying and classifying who your target audience, or customer, really is.

There are three ways to categorize your customer. The first is demographics. Does your customer fall within a certain age range? How about gender? Does your product or service appeal to mostly men, or mostly women? Is there a location bias? Do your customers come from nearby or a particular area? Does your business have international appeal? What about income level? Are your customers affluent? Do they earn a minimum amount of money?

The second way to categorize your customer is by psychographic information. Is your customer liberal or conservative? Are they free-spirited and open minded, or rigid and orderly in their thinking.

The third way to categorize is to identify emotional information. Try to figure out what are their hopes, their dreams, and their fears. You may have to make some assumptions here, but go ahead because you will probably be fairly accurate.

Now that you’ve categorized and identified your customer, it’s time to focus on what their key problem is, the solution they are seeking to this problem and the transformation they desire.

If your customers were to verbalize their feelings, they would be saying “If I could just …”

For instance:

“If I could just be able to pay my bills each month …”

“If I could just trim a few strokes off my golf score …”

“If I could just drop 15–20 pounds …”

“If I could just put away some money now so I could retire down the road …”

Knowing how your customer finishes that sentence is a key insight into their thought process and it allows you to construct an offer that is almost irresistible to them.

Once your customer finishes the sentence, “If I could just …,” the next step is to identify the challenges related to it.

For instance, if they said, “If I could just be able to pay my bills each month …” some of the associated challenges would be:

“I don’t make enough money.”

“I have too many bills and my credit card minimum payments are too much.”

“There always seems to be an unexpected bill or emergency to take care of.”

“After I pay all the bills, there’s nothing left.”

Based on this information, the next step is to identify the ultimate transformation they want to achieve.

For example:

“My credit cards are paid off. My savings account is growing each month. Taking care of the monthly bills is no longer a problem. I sleep better now knowing that my financial situation is under control.”

This ultimate transformation involves emotions. The customer is now feeling satisfaction, relief, confidence, optimism, and joy.

To convert a prospect to a customer involves emotion. Selling is actually a transfer of emotion. Your customer needs to see, feel, hear, taste, and experience the transformation that your product or service is going to give them.

When you apply emotion into the selling process, you are gaining a tremendous advantage when it comes to attracting customers, and ultimately, turning them into regular patrons.

 Dave Dee.jpeg

Dave Dee is chief marketing strategist at GKIC. He has run the full gamut of the entrepreneurial journey, and has achieved meteoric success by applying GKIC marketing principles to all of his brick and mortar, entertainment, and info-marketing businesses. At ICON ’16, Dave will teach attendees “The Most Complete, Step-By-Step, No Stress System For Generating A Consistent Flow Of Hot, Pre-Qualified Leads & Converting Them Into Customers, Clients or Patients – All On Autopilot.” He’s looking forward to seeing you in Phoenix on Thursday, March 3, at 3:15, Room 120-D


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