"There is one powerful distinction in sales that gives certain professionals a profound advantage: regardless of what you're selling, whether it's products, services or advice, people buy based on feelings.
They decide to buy when they experience certain feelings about a product or service AND the person offering it."
~Larry Pinci and Phil Glosserman, Authors of Sell the Feeling
And in case you still don't understand how important emotion is in the sales arena, Jantsch, author of Ducktape Marketing, asks this question,
"What percentage of people make a purchase decision based on emotional reasons? Would you guess 20% 30% Maybe even 50%? The answer is 100%."
We add great value with emotion both in the portrait session and the experience in the selection appointment. We learned this decades ago when we started creating the Relationship brand that is based on emotion, love, telling stories and showing clients that we could create portraits that went deeper than a camera smile.
An emotionally rich experience at any point in the customer’s experience will
serve you well, but when you layer it, it multiplies the benefits.
Building your brand in this way will create BUZZ! Buzz will drive others to you and they will be the “right clients.” Loyalty was always a matter of pleasing clients, but now, not so much. Buzz happens when you provide a grand experience and one that is uniquely different and purposed and emotionally rich!
How we add emotion throughout the experience at Walden's...
ONE: We make a friend from the very first contact. We care...and we find the story that we are to tell with the upcoming portrait. Simply letting your clients know you care is HUGE!
TWO: One of the main ways we add emotional value to our portraits is with our Journaling pouches that we add to the back of each wall portrait which have special papers enclosed for the parents to write letters to their children.
Get our Journaling templates F*R*E*E* here.
When they give that child their portrait at a much later date (ie: their 21st birthday or at their wedding), how important and emotional is that letter they wrote when that child was two or three and is now an adult? Very impacting!
THREE: We match emotional music to the people and what we know about them during the sale using Alexa and Amazong music.
FOUR: I speak emotionally. During the sale, I am talking about their children in emotional ways, experiencing the portraits with them. Every nuance of that baby or child is pointed out such as dimples, eyes, chubby legs, etc. I love people and I love children, so this is natural for me. I enjoy the portraits as much as the parents. If you are not naturally this way, you need to learn to be or hire a salesperson that is! Yes, it's that important!
FIVE: Finally, our "Golden Rule" is that we need to spend the majority of our time in the sales room experiencing the images, not explaining finishes, packages, specials, mounting, sizes, options, options, options! You must simplify your sales process and product offerings or you will lose the emotion every time.
If you have too many choices, the experience goes out the window when you have to kick into explanations. That turns on Left Brain which is logical and not at all emotional. Left Brain judges only on price. I want emotional Right Brain to be present in the sales room with me and that means keeping the emotion high during the sales process.
In author Daniel Pink’s book, To Sell is Human, he shows that most people associate words like “pushy,” “yuck,” “difficult” and “annoying” with salespeople. That’s because most don’t fully understand or appreciate the challenges that come with sales.
Sales is a highly emotional job. Are you up for it?
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