Learn how to mix emotion, Logic, and urgency to create a successful sales strategy that drives conversions!

Even after you’ve warmed someone up and they’ve engaged with a product-for-prospects, not everyone will buy from you.

Every day thousands of people walk into an Apple Retail Store and don’t buy – even though they are warm to doing business with Apple and even though they can take workshops or talk to Apple geniuses if they want to.

Let’s not kid ourselves: Humans are a fickle bunch who only buy things when the conditions are just right. Getting people to buy something is like launching a rocket – if things aren’t exactly right, the countdown to ignition sequence won’t even start.

For a sale to be made, three psychological ingredients must be present:

1. #Emotion – People need to feel a certain way about the business they are buying from. First, they need to feel respected, understood and that a sense of trust has been established. Then they need to feel some form of emotional pay-off would be achieved by #buy- ing. Emotions are normally about the stories we tell ourselves. These stories have heroes and villains. They have struggles and triumphs. There is often fear and greed involved.

2. #Logic – People need to understand the practical reasons why they should buy. This normally means calculating a clear return on investment (ROI), a cost-benefit analysis or making a comparison with #al- ternatives. Most logical arguments can be made using facts, statistics, diagrams and data.

3. #Urgency – Even when someone understands the logic of buying and feels an emotional connection to the purchase, they must also feel that it’s important to make a decision now. A sense of urgency comes when we feel that there is a cost associated with inaction. We might miss out on something we want, the #pur- chase could become more expensive, the quality might deteriorate, or the availability could dry up. Without a sense of urgency, people delay making decisions.

A business making a lot of sales has succeeded in mixing all three of these ingredients together elegantly and in the right proportions. Emotion, logic and urgency are what #customers need to feel before buying.

These ingredients often form little loops of attention, engagement and action. Attention, engagement and action are what #marketers need from customers so they can measure what’s working.

#marketing #physchology #customer #product #salesstrategy #customerexperience