Why Today's Buyers Need You To Sell The "Benefits of the Benefits"...

Unlocking Sales Success: The Secret to Selling Isn’t Benefits—It’s Feelings...

Hey, home improvement sales pros! Let’s talk about a game-changing concept that separates the ordinary from the extraordinary in our field. You’ve heard it a million times: sell the benefits, not the features. But if you’re still just selling benefits, you’re missing the mark. The real magic happens when you sell the “benefits of benefits”—in other words, the feelings and emotions that those benefits elicit. Let me explain.

The Neuroscience of Selling Feelings

Neuroscience tells us that buyers make decisions emotionally and justify them logically. Our brains are wired to respond to emotional cues faster than logical ones. When you sell the feeling of security and comfort that double-glazed windows bring, instead of just the practical benefits, you tap directly into the emotional brain. This is powerful because the emotional brain triggers action.

How to sell a "Benefit of a Benefit" - Just ask "So what?" after you say the benefit - then ask "How will that improve your life, what will it help you be, do and have and how will that make you feel?"

Emotional Intelligence in Sales

Emotional intelligence (EI) is at the heart of selling feelings. It’s about understanding your buyer’s emotions and responding to them appropriately. This alignment ensures you’re not just speaking to their needs, but connecting with their aspirations and desires. It’s about building genuine trust and rapport, allowing you to influence decisions at a deeper level.

How to do this? - whenever you surface a problem they want solving or a goal they want to achieve - ask them - "How will solving that problem/achieving that goal help you in your day to day life?" - and "how will that make you feel?"

Marrying Psychology and Proven Techniques...

Cialdini’s 6 Principles of Persuasion mesh perfectly here. Liking, reciprocation, and social proof are enhanced when you engage emotions. A buyer who feels positive will naturally reciprocate the genuine connection you’ve fostered, viewing your authority as authentic and trustworthy.

Simon Sinek’s Start with Why reinforces this by urging you to connect with the buyer’s deepest motivations. By focusing on why your product matters in their life, you transcend utility and offer meaning—a key emotional driver.

Blair Warren’s One-Sentence Persuasion Course, with its focus on encouraging dreams and allaying fears, directly applies here. The “feeling” of having their dreams validated or their fears soothed is what compels your buyer to act.

Jeremy Miner’s NEPQ (Neuro-Emotional Persuasion Questioning) refines this further, using carefully crafted questions that probe deep emotional responses and guide your prospects to their own conclusions emotionally.

Neil Rackham’s SPIN Selling technique aligns by focusing on the Implication and Need-Payoff questions—helping prospects visualize the emotional impact of having their issues resolved.

The Sandler Selling System encourages us to dive deep into the buyer’s pains and desires. By addressing feelings, you transform pain-relief solutions into powerful motivators.

The Disruptive Edge...

When you focus not just on selling a warmer, quieter home—but on the peace, security, and joy it brings—you transform the sale from a transaction to a transformation. This approach is not just disruptive; it’s life-altering for both you and the client.

It's these feelings that make us all want to change, logic alone is never enough - only feelings, emotions make us take action!

Invitation to Master the 21st Century Sales System...

Ready to shift your approach and experience a surge in sales success as you start effortlessly closing 1 in 2 of all your leads by becoming a master of selling feelings?

Join my upcoming Q4 Sales Success Masterclass to delve deeper into the 21st Century Sales Mastery System.

I'll teach you how to break all conventional sales barriers and unleash unparalleled growth in Q4 so that you finish this year off in style and start 2025 with a perfectly tuned sales machine!

Comment ‘link’ below or shoot me a DM for your exclusive private link so you can access to transformative session. Remember, selling isn’t about the product—it’s about the lives you change and the stories you become a part of. Let’s make your story extraordinary!

Tune in again tomorrow folks for another daily dose of 21st Century Direct Selling Intelligence to give you the Mindset, Skillset & Toolset for Q4 Sales Success!

Paul

UK No1 B2C Sales Coach

PS. I've put the Masterclass Link in the comments just to make it easier for you and save you some time - lock in your Free spot now!