Although most of us like to believe we make decisions based purely on logic, in reality, our emotional response to a person, product or presentation often has a lot to do with the decision making process. That intangible feeling that a product or a supplier is right can be hard to pin down. This is because it’s driven by the emotional values of the decision maker.
Learning how to identify and honour a prospect’s emotional values makes it easier for salespeople to connect with their potential customers and find the basic needs motivating the purchase. This can have a big impact on the final outcome of a telemarketing call and to the long term relationship the salesperson builds with their customer.
Do your homework
A lot of the time, it will be fairly easy to ascertain the core values of a company by taking a look at their website. If a business is committed to offering luxury products, prides itself on its high quality services or is committed to helping the environment – this will often come across in the language, text, and images they use. Taking a quick look at the company website before you pick up the phone, or even as you’re dialling, should provide crucial insight into your prospect’s professional values. You should then be able to use this information to tailor your call and get the most out of your conversation.
Making a connection
Although looking at a company website can give you important information about the values of the corporation, it won’t tell you anything about the emotional values of the decision maker. The best way to get this information is by starting a two-way conversation and really listening to the answers. Although few decision makers will come out and explicitly list the qualities they value, most will give valuable clues over the course of a conversation.
How emotional values can benefit your conversation
Once a telemarketer has a good idea about the emotional values of their prospect, they can alter the way they present their products and services. Understanding exactly what it is a decision maker is looking for will enable a telemarketer to tailor the benefits of their product or service to perfectly suit the prospect. This can make a big difference to the outcome of the call as the balance notes:
“Benefits all have an emotional hook; that’s what makes them different from features and that’s why they are effective for selling while reciting a list of features just makes a prospect’s eyes glaze over.”
However, it’s important that salespeople don’t try and exploit emotional values or push this aspect of the conversation too far. Respecting the prospect’s boundaries, and honouring their point of view, will help you to lay the foundations of a long standing professional relationship.
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