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Emotional Selling as a Key to Reach Customer

May 22, 2020 4:58:03 PM / by Jasmina Bergen


How do customers make purchase decisions? What do they strive for? What are their goals and wants?  What drives customers to buy? And last but not least - how are their needs satisfied?

According to the latest findings of brain research [Limbic Sales: Peak Sales through Emotions by Helmut Seßler], between 70% and 80% of all decisions are made unconsciously and in the limbic system, the so-called tracking brain. The remaining conscious 20% to 30% are also influenced by a filter of emotional criteria in the cerebrum, the so-called thinking brain. The brain therefore often does not inform the consciousness when it makes decisions and promotes actions. One could almost say - it is an emotion action machine. We make about 20,000 decisions a day, says Munich-based brain researcher Ernst Pöppel, most of them at lightning speed.

Experienced department heads and purchasers often deny the emotional influences of their purchasing decisions, although they usually choose the suppliers with whom they personally have good relationships and are similar in some areas. So we do not make decisions consciously and sensibly, but always with heart, it motivates us to act every day. This brilliant and fascinating system offers no exceptions. People buy based on emotions, but justify it with logic.

Surely you already knew that when you send your e-mails about 27% are opened (mailings to B2B (27.0%) and B2C (26.9%) were similarly successful) but only 3.3% of your subscribers are active and act.[Studie: https://www.inxmail.de]. One of the main reasons for this is that no emotions were addressed. Especially in the virtual world you can better address the interested parties, convey closeness to them and convince them to act. Your customers want that, they want to feel understood. Therefore it is your job to give them this feeling of security, intimacy and trust. Create a stronger bond and enjoy the benefits of a positive atmosphere.

Emotional Benefit Key to sales


Emotional connection

As numerous studies on customer experience have shown, B2B companies that place great value on close customer relationships and train their sales staff accordingly are also the most successful. Despite increasing digitalization, the B2B market is a people's business, and emotional differentiation is therefore a significant added value for successful relationship management. Through emotional bonding, customer satisfaction increases on average by over 30% and the NPS (Net Promoter Score) also improves significantly. [market research.com 2020]

Many of the most successful companies do not leave the subtle messages, such as the salesperson's language style, to chance. These companies take care to appeal to all of the customer's senses and thus achieve a lead that is difficult for the competition to catch up with. Since emotional selling is not easy, 100W for Customer allows you to perfectly adapt your emails, newsletters, advertising texts to the emotions of your customers. The recipient ultimately determines the content of the message that gets there.


The unconscious level is responsible for the active perception

Have you ever noticed that we often approach our counterpart in expression or language? But why do we actually imitate others? Because it makes us look more attractive by creating a feeling of understanding in the other person. This makes the feeling of strangeness disappear and the other person feels a sense of trust. In the consumer context, these findings are highly relevant.

If imitation leads to sympathy, this effect should also be considered in customer communication. But how can this proximity to customers be established online? Our team of experts has identified two areas in which customers can be reached optimally through speech. First of all, it is the conscious level - the motives (goals, needs) - that tells us what a person is striving for and what they want. Building on this, it is the processing level, the so-called regulatory focus. This is responsible for the active perception and processing of information. The nature of the language tells us something about the regulatory focus of a person. Is it analytical and rather risky or perhaps more intuitive and profit-oriented. 

By analyzing the language, an online trader can establish the proximity that is otherwise only possible through personal contact. We make this knowledge available to users of our solution. With our innovative solution, users create a language that optimally contributes to the emotional benefit of the contact person. Various target groups are defined and the right choice of words is checked on the basis of these. This ensures that customers are convinced with the right emotional benefit.


Brains can be typified by emotion

Depending on the emotion that drives individual trade, customers decide on different services or products. If you address the emotions of customers in a targeted manner, their brain is activated, which successfully triggers the buying impulse. You therefore have to tailor your arguments perfectly to the customers. This will make you appear more sympathetic in customer discussions. If you can identify the type of customer sitting opposite you, that's half the battle. But how can we know how customers perceive the world and which emotions drive them? It's easier than you think - through the way they communicate.

Example: For a strong promotional focus, i.e. the profit-seeking focus, with your customer a product is attractive if it gives him a competitive edge or benefits his career. He strives for self-realization and the maximization of positive results. A good salesperson argues accordingly, for example: "The unique design underlines the claim of the product and thus gives you an unassailable advantage.

Customers with a strong focus on prevention, i.e. the loss-avoiding focus, can be convinced in a different way. Their needs are satisfied by features that offer protection and safety. For these customers, the avoidance of losses plays a major role. For him, a product gains value if the salesperson emphasises how smooth the process is or if the product is also used by the market leader. The right sales argument therefore: "You don't have to worry about anything anymore, everything runs smoothly. This reliable model is monitored under strict control and is subject to the highest standards".

Knowing which focus controls a person makes it possible to promote it and - in terms of social mimicry - successfully mirror it. In this way you create an improved buying experience through a pleasant experience with the person opposite.


Our contribution to your success

We have developed a perfect solution for you to better reach your customers. 100W for Customer assesses the customer on the basis of their texts and thus creates understanding for the individual needs of the customer. Our excellent tool also supports you in an excellent customer approach - also in the acquisition of new customers. Especially in difficult times, we enable you to maintain the human component despite social distancing. 100W for Customer analyses emails, chats, tickets, and creates customer profiles for better understanding and suggests text changes for stronger relationships.

Our software can make you measurable and show you why offers were won or lost based on different communication. With 100 words, you can consistently address customers in the right way. That is next-level sales.

If you would like to learn more about our innovative solution, then book your personal consultation:

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Our heart always wins at the end. For more information on this, we recommend our exclusive handbook in the field of consumer psychology. You can download the manual here.











Tags: Marketing, B2B Content Marketing, artificial intelligence, Defining target group, targetcustomer, Text analysis, emotional selling, language, customer acquisition

Written By Jasmina Bergen

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