SALES COLLATERALS:
FOCUS ON EMOTION

When it comes to developing effective sales collaterals, you must realize one simple yet powerful concept.

PEOPLE BUY EMOTIONALLY, AND ONLY USE LOGIC TO JUSTIFY THEIR PURCHASING DESIRES

As you know if you have read FEAR Selling, tapping into the emotional hopes and fears of your prospects is one of the keys to selling more of your product faster.

With this in mind, when preparing any sales collaterals – whether it be sales scripts or sales letters, brainstorm and write out a list of the most important emotional reasons why a person would buy what you are selling.

And remember, think about the personal problems, pains and fears – not institutional ones. You are selling to a person – or, in more complicated situations, a group of people. All too often, salespeople think of how their product or service can help the prospective company rather than the people who make up the company.

This is an important distinction – even if you are selling to the owner of a company – think about his or her personal pain, problems, fears and hopes.

Once you’ve developed a long list of potential problems that your product/service can solve, you can move on to writing the all-important headline to your sales letter.




This online education module sponsored by the Sales Career Training Institute covers the basics of a wide variety of sales strategies, tactics and techniques.

To find out now about more advanced sales strategies for sales collaterals, check out the newly revised version of the book, FEAR Selling: How You Can Sell More and Sell Faster By Tapping Into Your Prospects’ Deep-Seated Emotional Needs.



To check out excerpts from the introduction of the newly revised version of the book, FEAR Selling: How You Can Sell More and Sell Faster By Tapping Into Your Prospects’ Deep-Seated Emotional Needs, subscribe to the FREE FEAR Selling Newsletter.