#128 - Benjamin Dennehy - The UK's Most Hated Sales Trainer
Modern Wisdom
Understanding the Emotional Hook in Sales
Every advert and sales pitch aims to emotionally engage the audience. When selling, the focus should be on understanding the emotional need of the buyer rather than just discussing the product. Buyers are often motivated to make a purchase because they want the product to solve a specific problem and alleviate their emotional distress. People buy emotionally and justify intellectually, so the role of a salesman is to uncover the compelling emotional reasons behind the purchase decision. If there is no emotional need, the buyer is unlikely to make the purchase.
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