Part 3
How to build Emotion Value
An old sales adage says, “Every purchase is an emotional decision justified with logic”. It implies that humans are emotional and are driven to purchase based on their emotions. They want to feel like they are making the most rational decision based on financial/business factors. However, emotions are the underlying factor in their purchases.
In parts 1 and 2 of “Selling Value in agribusiness”, we discussed the financial and time value that we bring to our customers. I guess that most often, you sell on these two value factors. More specifically, you focus on the financial value that you bring. That is, until a competitor comes along with a lower price. My experience tells me a competitor will always come along with a better price.
That’s when the experienced salesperson brings in the emotional value of their products, services, and most importantly, the emotional value of buying specifically from them as their salesperson.
Listen in as we discuss how to build emotional value and what to do with it!
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