The Sales Psyched Podcast
Ep 45: Sell with Emotion: People Buy Dreams, Not Things
February 21, 2022
This episode focuses on utilizing emotions in sales.
Episode 45: Sell with Emotions: People Buy Dreams, Not Things

We've said it before and we'll say it again: Emotions are powerful in sales! Knowing how and when to connect to a buyer's emotions during a sales pitch will tip the scales in your favor. In today's episode, Dr. Chris Croner shares a story of how a contractor upped his sales game by learning how to sell with emotions.

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More About SalesDrive, LLC
At SalesDrive, LLC, we help companies perfect the salesperson hiring process by offering a variety of tools, like a sales assessment and psychologically-based interview guides, that aid companies in never hiring a bad salesperson again. SalesDrive was founded in 2005 based on the single biggest frustration many companies face, selecting sales candidates who interviewed well, only to flame out when placed on the line. Dr. Croner reviewed more than 90 years of academic research as well as his own work in conducting intensive behavioral interviews and discovered that high-performance salespeople shared three innate personality traits. After identifying a gap in the marketplace, he went on to develop The DriveTest® sales assessment. The only sales assessment to measure the three non-teachable traits necessary for new business acquisition.
If you are hiring salespeople, request a free DriveTest® assessment today:


[soft melody theme music]
[00:00]  Katherine Abraham: Hello and Welcome to the Sales Psyched podcast, where we discuss strategies for leveraging psychology within the world of sales. Each episode is hosted by Dr. Chris Croner, who has a PhD in clinical psychology and has spent his career helping companies around the world build stellar sales teams.

[00:20]  Let's get started.
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[00:30]  Chris Croner: In today's episode, we're gonna talk about how to rise above commodity sales.

[00:35]  We had a client once who built decks, big beautiful decks, into the affluent segment of the market. Naturally, he felt he was the best deck builder in the area, but all his competitors said the same thing. Their websites look the same and prices for the decks were, for the most part, commoditized.

[00:57]  Our client came to us for help. So we asked him to give us his presentation. In a nutshell, he showed pictures of decks. He talked about material and angles and stability, all important things of course, but it was obvious he was missing the real point.

[01:15]  People don't buy decks, they buy dreams, they buy the vision and anticipation of the feelings and the emotions they'll experience if they make this investment.

[01:25]  We advised our deck salesperson that it was his job to find out what the prospect's vision for the deck was and literally tell a story and paint a picture of life on the deck after it's installed to be detailed and vivid. Here's where the barbecue can go. Here's where the DJ can plug in, here's where you can place the big screen tv for the Super Bowl parties and here's how I'll help you achieve that vision with my craftsmanship and experience.

[01:57]  People operate on emotion. Connect to the emotion, the vision, the dream, and you'll rise above competitors who only sell at the intellectual level. See you next time.

[soft melody theme music]

Chris Croner: Thank you for listening to the sales psyched podcast. If you haven't already, please be sure to click the subscribe button and leave us a five star review. If you found this information helpful, please consider sharing it. We'd love your help in spreading the word until next time. Take care.