Now the process of emotionally involving your prospect with your product offering is a little more difficult to achieve. Though it is certainly started through physical involvement and enhanced through mental involvement, to actually achieve emotional involvement requires another step. It requires a higher degree of understanding and insight into uncovering the prospect's motivation and then the ability to build on that understanding through the use of motivational phrasing.

To phrase what you have to say motivationally, use facts sparingly and emotions freely. Facts should be used to back up a point, but not necessarily relied on to motivate your prospect into action. Facts, as it has been said, have to be used in the same manner that a drunk uses a lamppost: for support, not for illumination. It therefore is up to the salesperson to "light-up" the facts enough so that action will follow.

Recognizing the feelings and motives of others isn't easy. It requires projecting oneself into another person's situation. Because women are better at understanding their own emotions, they are better able to understand and recognize the emotions and feelings of others. Additionally, since women have a heightened sensitivity to nonverbal cues, they are also better able to fill in the gaps between what is said and what people truly feel or mean.

So Hey, let's admit to being the more emotional sex. And let's use it in sales to delve more, try to uncover more, use more emotional words in conversation, and to connect more emotionally with others. Tapping into and using emotion will help to better involve our prospects with what ever we are selling.

Ladies, sales is the business of persuasion. And persuasion hinges on the effective use of emotion. Smart people trying to sell anything to anyone are well aware of the importance of emotion. Smart people trying to sell anything to anyone knows that seldom do people buy strictly on logic.

The message is clear and simple. Make sure you employ emotion in your presentations if you want to move your consumers to action.

UNCOVER THE PROSPECT'S SPECIFIC MOTIVATION - There are basically two driving forces that motive a prospect to purchase a product: (1) the purchase will resolve a problem, and/or (2) the purchase will make the customer feel better. One or both of those reasons serve as basic purchase motivations for all prospects. However, the key in sales is to uncover the specific motivation and then playing to it will enable you to emotionally involve your prospects with your product. Uncovering the specific motivation requires three skills: asking, interpreting, and listening.

To help you focus these asking, listening and interpreting skills, understand that people buy things to (1) look better (2) feel better (3) perform better (4) work better (5) impress better (6) secure better and (7) live better. That is about it.

By asking questions beyond the fundamental qualifying probes, you can gain a sense of which of the preceding categories your prospect's specific motivation falls into.

Use Words That Play To The Motivation

Now, your prospect might have one or more of these motivations, that they are hoping to fulfill with the purchase, but understand there are certain words that charge the emotions, depending on what the particular motivation might be.

For example, if your prospect is buying to impress, words like:

status, top of the line, upscale, best, luxury, respect, envy, prestigious, esteem

Will go a long way to emotionally reinforce involvement with your specific product.

If the motivation is security, words like:

confident, protected, safe, guarantee, reliable, reputable, proven, tested, assurance

If the motivation is performance, words like:

productive, capable, dependable, efficient, power, competent, skillful, capacity, yield

Will catch their attention.

Depending on the product you are selling and the prospect you are selling to, you will have to develop your own list of appropriate power words and use them to fortify the emotional side of selling. Be aware that there are some universal words that seem to tug positively on everyone's emotional side. They have been used in advertising and effective sales presentations for years.

WORDS THAT CONNECT TO EMOTIONS: new, easy, free, improved, save, convenient, safe, happy, comfortable, proven, value, you and love.

There are many ways to create emotional involvement through the use of words. So understand what motivates your buyer and then play to it with the right words. Words have power. They can conjure up images and good feelings, suggest solutions to problems, and create involvement. Getting the sale means getting a commitment .............and getting a commitment requires involvement!