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Establishing the Emotional Driver

Thursday 4th May 2017


All big-ticket purchases are prompted by the desire to either move towards pleasure or move away from pain. Whilst some customers can be influenced by both, in almost all cases one of these drivers is dominant. Successful sales can be achieved by identifying the dominant emotional driver.

HOW TO UNCOVER EMOTIONAL DRIVERS

Sales Executive: What plans do you have for your new car?

Customer: I plan to use the car for commuting to work on a daily basis and we also have a big family road trip planned at the end of the year so this will need to be comfortable and economical to run.

Sales Executive: What has prompted you to look at upgrading your current kitchen?

Customer: Our current kitchen is quite out-dated and has too much storage space for what I need. I much prefer the minimalistic modern look!

Sales Executive: What do you like or dislike about your current bed?

Customer: My current bed hasn’t got any built-in storage which I find quite frustrating. What I do like is the comfort of the mattress.

By asking pertinent questions to uncover the emotional drivers, the sales person will be able to make a connection with the customer and find the right product for them – driving their desires to purchase!

Performance in People is experienced in delivering workshops which provide advanced selling skills to Sales Executives selling ‘Big Ticket’ sales products. The workshop introduces sophisticated techniques such as establishing emotional drivers, using visualisation, understanding who is your competitor, closing and overcoming objection techniques to drive increased sales conversation and sales values. 

If you would like more information about our programme support workshops, contact us directly.

enquiries@performanceinpeople.co.uk or 01983 568080. 

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