emotional. The rule is that
people decide emotionally and then justify logically.
You use logic to
justify and
rationalize your decision once you have made it.
When you say that you are going to do something because it is the “logical”
thing to do, all you are saying is that you have more
emotion invested in that
course of action than in another.
People decide emotionally and then justify logically.
Humans have a wide variety of emotions. But it has been discovered that the
strongest emotion operating at any particular moment will determine how an
individual decides and acts at that time. For example,
a person may have a desire
for the improvement that your product or service offers. But his fear of loss or of
making a mistake can be more intense than his desire for gain. If this is the case,
he will refrain from buying. The stronger emotion will always win out over the
weaker emotion.
Increase Buying Desire
The only way you can overcome the negative emotion of fear of loss that will
block a sale is by increasing the positive emotion of desire for gain that will
trigger that sale. Everything you do or say that
increases the
intensity of buying
desire moves you closer to the sale. Simultaneously, everything you do that
lowers the fear of making a mistake, or loss, moves you toward the sale as well.
Reducing Fear of Loss
Marketing guru Jay Abraham has helped companies sell hundreds of millions
of dollars’ worth of products by convincing them to offer unconditional
guarantees of satisfaction on everything they sell. He is famous for
recommending that you give a “better than money-back guarantee.”
In this type
of offer, the customer is promised that not only will he get his money back if he
is not satisfied, but he will also receive, or be able to keep,
certain special
bonuses and gifts that have considerable perceived value.
In one of our businesses, we offer a complete one-year personal and
professional development program on entrepreneurship and financial success.
The course runs over fifty-two weeks. We guarantee
that participants will be
The course runs over fifty-two weeks. We guarantee that participants will be
delighted with the results, or they will get their money back. In addition, they
will be allowed to keep more than three thousand dollars’ worth of books, tapes,
and video training materials that accompany the course.
This is a very powerful
offer.
Do'stlaringiz bilan baham: 
