This article shows leaders and salespeople some philosophies related to how people make buying and buy-in decisions.
All Transactions Require Emotion
The greatest leaders and the greatest salespeople have two major things in common:
- They are excellent storytellers, which means they are top-notch communicators.
- They have a deep understanding that emotion is the ultimate cause of change, or motion.
This ranks right up there among other laws, like the law of gravity and the law of attraction.
At Brilliant Business Strategies, we teach that when someone is emotionally charged enough through pain, fear, or motivation from dreams, they will reach a moment of motivation. Some call it hitting rock bottom. This is when they are finally ready to do something about their situation.
We refer to it as “Emotion Causes Motion” or ECM.
ECM in Action
That “do something about it” may take the form of paying money to buy something, getting therapy or training, or simply starting small by agreeing with an idea.
At that moment, they are ready to perform an action, like signing on the dotted line or putting down that cigarette.
Everyone is motivated by different things, and everyone has a different threshold for what they can tolerate before they take action.
It is also important to understand that change is always 100 percent emotional.
It is never 100 percent logical.
Philosophers like David Hume told us centuries ago that reason serves the passions. “Reason is, and ought only to be, the slave of the passions.”
A more recent philosopher, Popeye the Sailor, summarizes the concept of ECM best: “That’s all I can stands, I can’t stands no more!”
When Does Logic Become Part of a Decision?
Logic is used to justify the behavior that was acted upon during an emotionally based moment of change. If someone believes they are making a logical move, ultimately they feel good about it. They thought this move would make them feel good, and they were right.
I Just Can’t Take this Anymore
When that voice in someone’s head says something like that, this is the moment when they are ready to make a change.So, as a leader trying to motivate and inspire your team, or as a salesperson trying to educate and close, pay attention to the formula, because it is the same in either case.
Check the pulse of your audience. Each individual has a different threshold or tolerance before their moment of change. If the audience is not emotionally there yet, they will not agree with your vision or your solution. Practicing techniques to evaluate and nurture these emotions is how the greatest leaders and salespeople find success.
If you need some ideas, reach out. We are happy to share.
