Selling to the Seven Emotional Buying Styles: Make Every Sales Call Pay by Selling to Emotional Needs

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9780987372901: Selling to the Seven Emotional Buying Styles: Make Every Sales Call Pay by Selling to Emotional Needs

Selling to the 7 Emotional Buying Styles

Emotional Intelligence is today's buzz word. After reading this book you will be able to pick a person's primary emotional style within 90 seconds, use practical tools to engage emotionally & influence conversations & decisions. While widely applicable, this book provides simple everyday tools to use emotion to close that important sale. Every buyer makes a decision based on their emotional makeup, and every buyer will have a mixture of the seven emotional styles. Understanding and using them is your key to future sales.

Mastering the techniques in this book you will;

  • Shorten your sales cycle
  • Reduce discounts given
  • Close sales earlier
  • Know how your client will make a decision, and
  • understand the psychological triggers that motivate your client to make a buying decision.

In business every sale is the result of two human beings sitting down and agreeing to move forward with a joint solution. Your client engages you to deliver a business result because they trust you to deliver on your word. In this book you will find the practical tools to make this real and deliver real commercial relationships which are honest, sincere, of value and meaning to both parties.

In Selling to the Seven Emotional Buying Styles you will discover how and why emotion is such an important part in decision making. Emotion is a simple chemical reaction in the brain usually triggered by an outside influence. Once triggered, like 'fight or flight', emotion (-ve or +ve) can not be turned off. Buyers will sometimes wonder why they made a decision when they know the logical choice was something else. This book covers the latest science in understanding of the brain and the implications this science has for today's sales people. It is built up on the groundbreaking work of Aaron Rosanoff in his work on personality needs and the Humm-Wadsworth Temperament Scale documented in 1935.

Based on this understanding we reveal a much simpler way to close a sale. You will learn how to drive emotion in a way buyers will not be aware of.

This very practical book gives you everyday tools to take advantage of this breakthrough in understanding of how people make decisions. You will meet and identify the seven emotional styles.

  • The Hustler
  • The Artist
  • The Normal
  • The Engineer
  • The Politician
  • The Double Checker
  • The Mover

Every person from the CEO to receptionist, being human, makes decisions based on emotion. You will be given a simple tool to identify each emotional style using outward signs such as clothing, language, stance and office decor. You will learn techniques to drive emotion through the use of green and red emotional buttons.

If you are looking to influence a decision or close a sale this book gives you the strategies to work with each emotional style. If you want to establish rapport this book helps you by giving you ideas for conversation starters, what to talk about and questions to ask of each emotional style so you will know what is really going on in their mind and, importantly, the chemistry in their brain driving emotion.

Most importantly it provides you with real tools so you can use emotion to close that important sale

This book takes real life examples from my 30 years experience in sales and sales management to demonstrate the power emotion brings in closing the sale. I provide examples of loosing campaigns turned around into winning sales in seconds by addressing emotional needs. You will instantly recognise the emotional styles in your colleagues and your clients and understand why they behave in certain ways.

You will refer to this book time and again to help plan sales calls & closing sales

Make every sales call pay by selling to emotional needs

"synopsis" may belong to another edition of this title.

From the Author:

Selling and Influence in business has been at the core of my life's work.

I had been searching for tools to use and apply to the sales process and organisational change model I use. As a part of this I was studying the science of emotional intelligence. The big question I had of all the books I read and experts I talked with was 'how do you apply this in your everyday life?'

I have been on an amazing journey with Michael Tregonning, developer of the corporate communication game called "The Gatekeepers" (see video on my authors page here on Amazon). When we first met in the late 1990s Michael had already delivered the game to hundreds of corporate clients.

I immediately saw the benefits of the communications model he used for the sales person and anyone who wanted to influence a decision. I worked with Michael to develop a 'how to' tool allowing them to immediately understand the emotional buying style of the person they were dealing with. I also developed tools, based on the understanding of the emotional buying styles, to use to influence and close a sale.

I introduced the model to all my training programs. The feedback was phenomenal.

I initially published a version of the model in eBook format (pre-Kindle). This year, ten years later and after three editions of the eBook, I decided to expand the eBook and produce a book allowing me to take the 'how to' message outside Australia.

I wanted to present the communications model in a simple and easy to use format which every person involved in sales or wanting to influence others can easily understand and put into use the same day.

I use multiple teaching tools, include simple tables anyone can place inside their diary or briefcase, and add ideas for use in sales meetings.

I engaged Brenda to produce a series of cartoons (a real highlight of the book), I extracted the ideas into tables, produced a list of the green and red buttons and wrote about the experiences I have had using the tools.

Finally, I took the time to have independent psychologists review the science. While they were concerned people may try and 'self-diagnose' using the tool, they were unanimous in their praise for the way I had applied science to helping people communicate better.

While this 'how to' book is twenty years in the making, it is updated and introduces science only now being uncovered. You will want to also consider the books I make reference to as they are outstanding references for the science.

I hope you enjoy reading it and applying the tools in your life as much as I have enjoyed bringing it to you.

Review:

From the 'Australian Sales & Marketing Institute'

From the moment I opened the first page I could not put this book down. As I read about each of the seven emotional buying styles I straight away linked each emotional style with people I deal with every day. It became abundantly clear why I connected with certain people and others just seemed to not get what I was saying ... If I knew the emotional styles before my close rate would have increased dramatically.
-Eugene Pizzolato

Charles B Kovess - Author of Passionate People Produce and Australia's Passion Provocateur
I have found most sales people do not like reading long, turgid, academic analyses of how to sell. They would rather have a beer! This book, however, can help in the learning and development process and so I recommend it.

The cartoons and charts will lead to sales people carrying the book in their cars, and checking quickly and simply on the Emnomes driving their prospects and clients. This can lead to better business results.

Alan Chatterton - Partner, PricewaterhouseCoopers (retired)

In this outstanding book Greg Ferrett has distilled the essence of business relationships. Every sale, in the end, is a result of two human beings sitting down and agreeing to move forward with a joint solution ... Real commercial relationships are honest, sincere, of value and meaning to both parties."

He presents a powerful list of green and red buttons which, if you use, will change everything you do and result is more and better business. This is one book everyone involved in sales must read.

Michael Gavin - Sales Enablement Practice Manager ASTD
With the changing landscape of sales where the buyer holds more power than ever before,any edge a sales person brings to the negotiating table is important. Knowing how to read people and cater to their emotional buying styles is just that edge.  Selling to the 7 Emotional Buying Styles clearly and succinctly highlights the seven styles and how to sell to each one.  This book is a must read!

"About this title" may belong to another edition of this title.

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