The idea behind the core emotional complex is that human beings are not simple creatures. Our feelings are complicated, our thoughts are generally fleeting, and our desires run deep. And when we make decisions, they are based on a combination of complicated feelings, thoughts, and desires.
But here’s the thing…
If you can understand those feelings, thoughts, and desires and create a sales approach that binds them together with a single emotional string, you will greatly increase your chances of understanding how your prospect came to his buying decision and making the sale.
In his book, Influence: The Psychology of Persuasion, Robert Cialdini identifies these psychological instincts that he says have a powerful influence on buying decisions:
Reciprocity — A feeling of moral obligation, a psychological burden we feel when we have been given an unasked-for kindness. Marketers often take advantage of this emotion by giving their prospects a “present” (an object or a bit of useful information) before asking them to buy their product.
Commitment to Consistency — A desire to feel that our actions are consistent with a higher code of behavior. Marketers tap into this emotion to help customers rationalize making the decision to buy.
Social Proof — The desire to buy things because of what other people, usually similar to us, have bought. This often determines which restaurants, movies, cars, etc. we choose. It is also why testimonials can be so effective a motivator in the sales process.
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