Go for emotional commitment
Check out my previous post where I've included an illustration of what an emotional commitment is about and how it is reached. Today I want to point out what I believe should be the ultimate objective in EVERY sales call.
Our main goal is not to trigger an interest only, neither to only tie the customer's needs to the product or service - our goal is not even to connect with subjective needs. We can do more and we should do more than that. We need to reach the point of emotion that exceeds the mere fulfillment of a personal need, but also a personal emotional desire. We need to reach the feelings of others - to touch values - the emotional level. This is what triggers energy. Let me illustrate with an experience - this time not directly sales related, but which explains what I mean:
Some time ago management was discussing opening a new office in another continent - other side of the globe - far away. I challenged one of my colleagues to be responsible for opening this office and region. It involved a major change and a lot of work - no easy commitment. As we discussed some of the details of how we should proceed passion became the essence of the discussion. Once I felt we were on the same wavelength I took the conversation to the next level by seeking to establish a connection between personal objectives and the job at hand. Not really hard to do (you know the drill). When everything was pretty much in place, I began digging for emotions: "How do you feel about leaving your colleagues and be on your own like this..?" (A potential concern I sensed was there.) The dialog dramatically changed. The questions themselves were not magical, but the previous build up of the conversation made them powerful. We now began sharing personal stuff - heart aches, feelings, frustrations and over time new ideas. A few tears were shed on both sides and our commitment to actually do this and succeed tripled, and then some.
This is emotional commitment. In short: Every effort made in sales should aim to move closer to an emotional commitment. Mostly it takes time, but it's the most powerful kind of dialog. It doesn't need to involve crying, but everyone knows when feelings and the emotional level is reached. THIS is when we release maximum energy in both parties - you and me.
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