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Appealing To Emotions In Business

By: Kenrick Cleveland..

This might, on the surface, sound a little out there, but here's something I find overrated: Rationality. Sure, sure, it's important to have a solid foundation, a base from which to work, feet planted firmly on the ground, and all that, but in business the idea of rationality has won out exclusively over all else. In my opinion, we've lost something in the transition from 'mom and pop' businesses to faceless corporations. An integral part of selling our products or services, especially when dealing with an affluent clientle, is our ability to reach them on an emotional level.

I've discussed in previous articles how to access our clients' and prospect's emotions. Here I'd like to discuss why we should do this. Their emotions and other-than-conscious minds are conduits and our viability as sales people are linked to these conduits.

Emotions drive us. They, along with our DNA, make us take action. We are ruled by the same dives our primitive ancestors were ruled by--food, shelter, sex, fight or flight. . . they didn't have to think about traffic, they weren't worried about receding hairlines or expanding waists, they had no concept of choice, luxury or affluence.

This is what we need to hold foremost in our thoughts when we interact with a prospect. It's all about appealing to their core. Our gut instincts and impressions are far more powerful than the rational thought processes. The balance, and what we should seek to attain, is the balance between the rational and the core emotions.

Gut reactions happen instantly. In his book 'Blink', Malcolm Gladwell discusses rapid cognition, that which happens in the blink of an eye. He writes about thinking without thinking. Our emotional processes take only 1/5th of the time our rational brain takes to assimilate.

Think of this in terms of how sales used to be and how they are now. Despite the fact that at our cores we're like cavemen, we are incredibly sophisticated. If you consider even back to the fifties, sixties and seventies, the 'features and benefits' style of sales, the Dale Carnegie method, these were passable at the time, but as our choices have grown in the marketplace, so have our BS detectors. We know when someone's being slick with us and it doesn't feel good.

It feels good to be understood and at ease, and we want these responses from our clients. With the right training, we can duplicate these responses over and over. When we access our prospect's and client's values and criteria, combine them with sincerity, honesty and integrity, add in our products and/or services, it creates an emotional alchemy that is easy to feel good about.

In our advanced state of civilization (depending on your perspective) we have an amazing array of choices. There are opportunities available to us that even a generation ago, wouldn't have been dreamed up. In this ever expanding atmosphere it seems likely that those of us who know how to access the core and our prospect's emotions are going to be the ones capable of rising to the top in our given fields. By elevating emotions and partially bypassing rationality, we find ourselves with incredible persuasion power.

Article Source: http://www.gcyarticles.com

Kenrick Cleveland teaches techniques to earn the business of wealthy prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.

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