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Logic, Emotion and Why Your Sales Process Isn’t Working For You

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As a Star Trek fan from way back, I have always enjoyed Leonard Nimoy’s iconic character, Mr. Spock. Perhaps this is because deep down I wish that we humans were more logical creatures.

Over the years, I’ve observed that even our business decisions are driven as much by emotion as logic. On a personal level, think back to the last time you purchased a product or service for your business. Was the decision you made completely logical? I’d say no. In fact, I believe that all of us process our decisions through our emotions – it’s unavoidable.

If you’re skeptical, here’s some thought-provoking research to consider. At an annual meeting of the Radiological Society of North America, Dr. Dean Shibata presented his research findings based on an exhaustive study of the patterns of human brain activity during decision-making. Dr. Shibata’s study demonstrated that human decision-making processes are directly dependent upon emotions when the implications of a decision are perceived to have even the slightest personal impact.

According to Shibata, the findings of his imaging research support the idea that when people make choices, they need to feel the projected emotional outcome of each choice. If they can’t, they often become paralyzed and simply default to the status quo.

What about your clients? If they’re fellow business owners or executives, then few things impact them as much on a personal level as the health of their business or career. So, please know this, the decision to buy from you or your competition is an emotional one.

Is your sales process set up to guide clients as they think and feel their way through decisions? If you’re not sure, then I encourage you to develop a deeper and more personal appreciation of your clients’ journey during their buying process. By consistently cultivating this kind of understanding, you’ll be far better positioned to win the hearts and minds of the people you’re selling to.

Would you like some advice on how to create a sales process that gets better results? Reach out to me at [email protected] or 518-439-4439 and let’s begin the conversation.



The Client From Heaven, or Hell?

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There are moments in my business life that have stuck with me. It was years ago, but I remember this meeting well. Todd, the vice president of marketing, pointed to a bronze plaque on the wall of his office that read: “Hustle is heaven if you’re a hustler. Hustle is hell if you’re not.” “Any questions?” he asked, and then smiled.

His plaque spoke volumes about Todd’s approach and the culture of his company. Todd later told me that he often points to that plaque and explains to people who are trying to win his business: “We like to move fast, and we do whatever it takes to get the job done. This is a no excuses environment for everyone involved.”

But don’t let Todd scare you — his intentions are good. He just wants any and all service providers who don’t have what it takes to keep up to rethink the wisdom of seeking his business.

I wouldn’t mind if all prospective clients were as transparent as Todd. Most people are far less forthcoming about what it’s really like to work with them. That can lead to some disappointing situations.

In my experience, a productive relationship with any client starts by first listening to them very carefully. What are they saying and not saying? It’s so important to draw them out.

Then, if you still want their business, tell them how you work and what results they can realistically expect. Educate them. Don’t just sell to them.

When you’re committed to achieving a great fit, the right clients will respect you for it. Your business relationships will also be far more fulfilling and profitable.

Do you have some questions about how to qualify prospective clients? I’m here to help. Send me an email at [email protected] and let’s talk.



Mike Lehr on Strategic Problem Solving for Small Business Owners and Solos

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[Legacy post: Small Business Talent] Today I’m pleased to welcome Mike Lehr back to the podcast. For over 20 years now, Mike has been a trainer, writer, HR advisor and consultant helping people to become better influencers and problem solvers.

Mike is also a published author. In 2005, he wrote The Feminine Influence in Business, a book on how to employ non-traditional and intuitive approaches to influence others and solve problems.

As the President and founder of Omega Z Advisors, Mike specializes in the practical application of intuition in the areas of influence and business problem solving. Mike’s methods have been thoroughly tested and honed in chaos of the real business world — that’s why his approach to problem solving is so effective.

In this fascinating interview, Mike covers a number of topics, including:

  • Why our biases prevent us from seeing problems and solutions clearly
  • How defining the target problem is like defining the scope of a project
  • The #1 obstacle to solving your most important business problems
  • How to create a problem solving process that fits your business

Ready to solve the problems that stand in the way of making your business better in 2015? Scroll down to the Podcast Player below and get ready to take some notes!

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Duration: 28:40 — 12.4MB