How do I sell an IT product

Emotional warmth instead of product coldness: this is how you sell successfully

You are selling, so to speak, a small piece of great happiness. The positioning of companies and their brands, products and services must therefore not only be factual but also emotional. One of the most important findings from modern brain research is:

People decide emotionally and then justify these decisions rationally.

This also applies to the B2B business. Emotions are not only present in all decisions, they are even the driving force behind them. The three basic rules are:

  1. People actively seek good feelings
  2. People avoid negative feelings
  3. Emotional issues have priority for our brain

We only really choose to want when our cerebral reward center is activated. This - and not the ratio - ultimately 'flips the lever' and finally decides yes or no.

What moves us to make a decision may differ depending on the type of person, but without emotions there is not a single decision.

Emotional secrets of success

So it means to find the emotional secret of success that lies dormant deep in the core of our products. For example:

  • Cars are man's modern mounts. The tie is his club and the vest is his armor.
  • Large women's handbags are a substitute for the male escort.
  • The Deo Ax promises not only to smell good, but also advantages in the mating game.
  • At the dentist you 'buy' a radiant smile and thus hope for professional and private success - ultimately the prospect of love.

Studies have sufficiently proven that beautiful people earn more and are more likely to have a career. An examination of court files even found that good-looking defendants were given lighter sentences. Other studies have shown that beautiful people are more likely to receive help when they are in need.

EXTRA: Why are good-looking people more successful?

All because beautiful people delight our brains. Everyone knows that: we can't get enough of beauty. So we are ready to dig deep into our pockets for beauty. Well-formed products and aesthetic design work on the same principle.

When our brains are happy, the money is easy

When a company has nothing extraordinary to offer, when its products are interchangeable and the service is anything but enthusiastic, the price always decides. Then at least it should be cheap. So we console ourselves (consolation price!) With cheap prices or discounts emotional defects or disappointments away.

Good feelings, on the other hand, are allowed to taste.

When we are in a good mood, the money is easy. We all know that from vacation.

And even if we don't want to admit it: Blinding works. 'Beautiful words are like precious stones' says the flatterer, beaming. Because he knows: we cannot escape the magic of a compliment even when we know that it has ulterior motives. One of my colleagues sends his offers in a golden box - and can sell them to companies at a higher price.

EXTRA: Price negotiations: five ways out of the discount trap

And further: Sweet things are addicting, that's why finished products are so cute. The consumption of sweets even changes the consumer's perception of prices. In an experiment, scientists from Zeppelin University Friedrichshafen were able to show that after consuming sugar water, higher prices are more likely to be accepted as fair. An industrial salesman once told me that he practiced the chocolate entry when talking to new customers, and it works like this:

“Do you actually know who my dearest customer is? The chocolate company xx! Just try!"

People who understand people are asked

From now on, understanding customers instead of product sellers are urgently needed. Because it is important to understand what people actually buy:

  • a relationship of trust without the risk of disappointment
  • visible success in business
  • carelessness
  • Quality of life and peace of mind

Those who trample hectic twelve-hour days buy peace and space. For many, time is the greatest luxury. Time and not money buy freedom, self-determination and pleasure. Anyone who can and wants to buy such things does not look at the price tag.

With the 50-plus generation with strong purchasing power and affinity for loyalty, as well as with many young people nowadays, the Question of meaning a high priority. Attitude and style instead of 'bling-bling' are in demand again. And some are increasingly noticing:

All the good feelings that money can buy are nothing compared to the good feelings that you feel when you have been able to help other people.

And if a product trivial and interchangeable is? Then you look for one Troubleshooting. The marketing expert Don Peppers reports from the Dutch energy supplier Eneco, which supplied the operators of greenhouses with individualized regulation systems so that every type of plant could grow under optimal climatic conditions.

Book tip: touchpoints

Up close and personal with today's customers

Hardcover: 352 pages
Publisher: GABAL
Price: € 29.90

Watch it now on Amazon

Problem solving and good feelings

People don't buy products, they buy solutions to problems and good feelings. Nobody is interested in what a product can do, we are more interested what it does for us. But again and again during a sales pitch, the product features come to the fore. For many presentations it goes like this for half an hour:

We are ... We have ... We can ... We offer ...! In other words, I'm going to tell you how amazing we are.

A tip for the sales practice

Therefore our tip: First create one List of product features and write next to it in two separate columns, which target situation is striven for by a customer-focused problem solution and what good feelings this brings to the customer. This is how you get from 'what' to 'how' and 'why' - and mentally go to the customer side.

A prime example of such an approach? The screw manufacturer Würth. The customer problem? Whenever it is particularly urgent, necessary screws go out - or they cannot be found. And that means: trouble! This is how the ORSY warehouse management system was created. With solutions like these, Würth has become the world market leader with low-interest products that are standardized, cheap and - if you may - are completely unsexy.

EXTRA: 12 tips for the sales pitch

Sell ​​successfully? Relevance decides

Do you know exactly what your customers need? We all tend to believe that others see the world a little like us. And then are completely amazed at how someone can have a completely different view of things. But just as every face is unique, the brain is also built differently in each individual. So it is track down the motives for buying and then to send the messages that are relevant for the respective customer - and thus be Reward system to cheer.

The key questions to ask before any sales pitch are:

  • What type is the customer? And how does it tick emotionally?
  • What does he really want and need?
  • What does he think of our performance? And what does he do with it?
  • How can we make our customers successful and therefore happy?

And how do you find out about all of this? Not at the green table, not through studies and statistics, but through that Immerse yourself in the customer world and regular, open and trusting dialogues.

We can only look people in front of the forehead! Negotiating customer-focused means: Do not believe that you know what the customer needs and find useful, but observe and ask. A tiny bit of knowledge gives you the edge you need to be miles ahead of your competition.

Your free ePaper: Sell

Our ePaper with the best tips on the topic of attracting and retaining customers:

→ over 55,000 subscribers
→ a new issue every quarter
→ Conveniently as a PDF in your mailbox

Simply register and be up-to-date from now on!

EXTRA: Subscribe to ePaper for FREE

Anne M. Schüller is a keynote speaker, multiple award-winning bestselling author and business coach. The graduate in business administration is considered a leading expert in touchpoint management and customer-focused corporate management. She is one of the most sought-after speakers in German-speaking countries. In 2015 she was inducted into the Hall of Fame of the German Speakers Association. Her most recent books are called “Die Orbit-Organization” and “lateral thinkers desperately wanted”.