MONEYBALL...in 2003 Michael Lewis published his best-selling book entitledMoneyball… a great book. In 2011 it was made into a movie… a pretty good movie. The basic premise of the book was that you can create a highly competitive baseball team just by using some well selected statistics to decide who should play, how often, etc. The principle character in the book is Billy Beane who is the real-life general manager of the Oakland Athletics in the American League. The book created an ongoing debate which will probably never be settled. One argument says that statistics should drive all your decision-making and the other argument says it is foolish to ignore the "human factor". Whether or not you are a baseball fan… the debate is worth noting. There is an equally compelling debate when it comes to Sales techniques. Consider the following two sides of the argument:
1. Selling using statistics makes sense because it is all logic-based. A particular product can be purchased for $1000 cheaper from a specific source. The product is exactly the same so it would make sense to buy it for less. An easy decision.
2. Selling using emotion makes sense because when it really gets down to it… all decisions are subjective. "I'm going to buy it here because I like the Salesperson better". (This concept is explained very convincingly by Annette Simmons in her book "Whoever Tells the Best Story Wins").
So in selling situations which path do you follow?… the Moneyball path or the "emotional decision" path? This decision has to be considered in all aspects of the Sales cycle… lead generation, presenting, objection handling, and closing. Here's how to deal with this dilemma:
1. Understand first of all that "the use of logic induces the customer to think about the decision and the use of emotion results in the customer actually making a decision".
2. Pay attention to what type of customer you are dealing with. Are they highly analytical? (focusing on facts, numbers, details)… Or… are they highly emotional? (focusing on features, benefits, visuals).
3. The best strategy is to use a mixture of logic and emotion with everyone you are selling to. Decide on how that mixture should look based on the individual customer.
This does not need to be complicated, you have been dealing with people in your life this way ever since you were a child. Now you can be more sophisticated about it. Remember one final point… when in doubt, always revert to the emotional side of the sale, that is ultimately how everyone will make their final decision. NO Excuses.