From effective language, the book segues logically to evoking emotions. Sellers are advised to “create not simply a logical but a gut response” from buyers. Research proves that most people make decisions to buy based on emotion first, followed by logical reasoning. The illustration provided is BMW’s automobile commercial that declares: “We don’t just make cars, we make joy!” The seller’s job is to develop and ask questions that generate emotions appropriate to the buyer’s decision-making process. Doing so, allows the seller to bond with the buyer during the sales process.
Seidman supplies a number of sample questions designed to evoke emotions in each stage of the selling process. The author advises sellers to remember that gestures, tone of voice, and facial expressions “must support the emotion you are emphasizing.” In addition, two primary points about evoking emotions are related and re-emphasized: first, since buying decisions are based on emotions, word choices are important; second, sellers need to “find their voice” by making certain to use their own vocabulary and personality.
Another powerful selling tool is the power of storytelling. A specific methodology for using and applying the persuasive power of storytelling is explained in detail. Seidman’s model is called PET: P is for personal. E is for emotional. And T is for teachable or trainable.
The stories should be personal, linking experiences common to most people. First experiences, such as school, kissing, jobs, paychecks, and bad blunders, such as foot-in-mouth comments and accidents or funny mistakes are good sources for story content.