Why the Emotional Connection is Important in Sales

Companies are endlessly searching for ways to optimize growth and increase profits.  They make major investments analyzing customer behavior and enriching customer experience, but many of these strategies are costly and do not necessarily deliver real financial return.  While many companies spend time tracking customer activity, they are missing the most effective way to maximize customer value- connecting with customers on an emotional level.  Let’s examine why an emotional connection is so important in sales.

Activity Does Not Lead to Accomplishments

Oftentimes sales managers try to lead their teams by defining monthly targets.  They feel that the best way to ensure success is to set targets for the number of phone calls, meetings, and proposals for each sales representative.  Team members might consistently hit their numbers but they might still fall short on revenue accomplishments because they are focused on activity rather than customer emotions.

Emotional Connections Build Relationships

You might have a sales representative that makes 100 calls in a week but is less effective than the one who makes only 50.  This is because it is difficult to have time to build an emotional relationship with a client when you are rushing to hit target call numbers.  It is much more valuable to the company to spend more time with each client and make fewer calls.   When you take the time to really talk to your customers, find out what their needs are, and build a rapport with them, they are much more likely to buy from you. This is beneficial for long-term growth because emotional connections build lasting relationships.

People Are Governed By Emotions

People are driven by emotions and tend to make business decisions that are rational but also come from an emotional core.  People are governed by the following six emotions: anger, disgust, fear, happiness, sadness, and surprise.  It is vital that sales representatives make a conscious effort to uncover the needs of their potential client and tap into those emotions. For example, a real estate agent could try to appeal to an older couple by explaining that it would be difficult and cumbersome to maintain a big house and a smaller house would allow them to travel at a moment’s notice and spend more time enjoying life.  This tactic taps into their fear of not being able to take care of their home while also connecting to the happiness and excitement of being able to travel and live more carefree.

Customers Feel Like You Care

The next time you try to sell something to a potential client, ask yourself “How important is this issue to my client and why?”  Take a step back and find out what it is about your client’s needs that would warrant investment or change.  Are they seeking an urgent solution to a problem or is this something that would make them happier and more efficient?  Once you find out what it is that drives your client, you can tap into their emotions to make the sale.