Читать книгу Sales EQ - Blount Jeb - Страница 12

As a sales professional, understanding how emotions dominate and drive buying decisions is critical to supercharging your income and advancing your career.

When all things are equal – and in today's marketplace there are rarely huge gaps or differences between competitors (at least from the buyer's viewpoint) – your ability to influence the emotions of stakeholders while regulating your own disruptive emotions, as you move deals through the sales pipeline, gives you a distinct competitive edge.

If you'll just take a moment to consider the deals you've lost and won and how most salespeople approach buyers, you'll come face-to-face with the truth:

■ A truth that is invisible to countless salespeople.

■ A truth invisible to sales trainers and experts whose house of cards begins to fall apart when their process-based, data-driven, science of selling fallacy meets irrational emotions.

■ A truth ignored by the challengers who pontificate to stakeholders about how they're “doing it all wrong,” and the insight sellers who teach their poor, ignorant buyers how to “do it right.”

Borrowing one of my favorite lines from the movie The Big Short, “The truth is like poetry. But people fucking hate poetry.”

Emotions are difficult to wrap our arms around and are sometimes hard to face. It's so much easier to pitch the features of a widget than to tune into the emotions of the stakeholder sitting across from you. The brutal, inconvenient truth is you can pitch, challenge, teach, and offer insight to your heart's content, but it will not matter because:

People buy for their reasons, not yours.