From the Peak Your Profits!® newspaper column by:
Jeff Blackman, J.D., CSP, CPAE
Business-Growth Specialist
© Blackman & Associates, LLC

As I travel the country, speaking to numerous groups in varied industries, with different clientele or customers, and unique challenges…there’s still a common occurrence.

It usually goes something like this: At some point, either during or immediately following a program, a participant says to me:

“Jeff, while listening to you, I had an ah-ha moment!”

“It was amazing, I now realize…” or…

“I had an epiphany!”

Recently, a San Diego audience member declared, “Jeff, I thought I had to sell my customers a ‘Taurus’…because that’s what they need, but I now realize, that many of them really want a ‘Ferrari’…because that’s what they desire!”

Whoa! That’s a powerful realization.

This C-class decision-maker and his team sell robotic automation. And he told me many of his customers simply “need” a robotic “Taurus” which might be a $70,000 investment. However, they often express the desire for a robotic “Ferrari” which might be a million dollar investment. His struggle had been, selling them something they desired versus needed.

While he knew the “Ferrari” was a far more profitable sale to him and his company, he avoided this “type” of sale. He felt it was “too much” or “unnecessary.”

However, after we had an extensive discussion about “value” and “buyer satisfaction” he acknowledged the “Ferrari” (when appropriate) is actually, more appropriate. Especially, when it satisfies, the perceived wants, needs and desires of the buyer. He even admitted, some customers were disappointed with the “Taurus” because they wanted “more.”

Remember, while a buyer’s decision will be justified with logic, their tummy is a significant decision-influencer too.

Emotional validation includes things like; ego satisfaction, pride and prestige. Or even being the “first to have…the latest, greatest, newest, coolest or most innovative.”

Knowing that, capitalizing on that, selling that, is NOT unethical, amoral or illegal. It’s actually good business. And smart. If your customer wants it, and you deny it, that’s the antithesis of quality service and customer commitment.

Here’s an example of emotion and logic in action. Years, ago, Saab, the Swedish auto manufacturer, ran two full-page ads, side by side in business magazines. The headline of the left-hand page read, 21 Logical Reasons to Buy a Saab.

This headline was followed by 21 logical reasons, i.e., four-valve technology, advanced ergonomics or a special steel underpanel. (This page was black and white.)

The headline of the right-hand page had three simple words, One Emotional Reason! Beneath this headline, was a color picture of a Saab Turbo blurring through the countryside.

Wow! Talk about impact! It delivered features logically, in black and white, and then stressed emotionally, in living color…that the Saab driving experience is about speed, satisfaction and style.

Knowing what drives, motivates or turns-on your decision-maker will drive your relationships, results and revenue.

If customers have a problem, solve it. If customers have a need, fill it. Yet, and most important, if customers have a dream, goal or desire…help them achieve it!

And if they want a “Ferrari”…help them pick the color and “drive” away in buyer’s bliss!

Tie One On!

Byline: Jeff Blackman

Jeff is a Hall of Fame speaker, best selling author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” If you hire speakers, please contact Sheryl Kantor at: 847.998.0688 or [email protected]. And visit jeffblackman.com to learn more about his other business-growth tools and to subscribe to Jeff’s FREE e-letter, The Results Report . Jeff’s books include; Stop Whining! Start Selling!, (an Amazon Bestseller), and the revised 5th edition of the bestselling Peak Your Profits. You can also stay connected with Jeff via Facebook, LinkedIn and Twitter: @BlackmanResults