If you ask the neuroscientists, they’ll tell you that people buy with their hearts, but they justify their purchases with their brains. In other words, top sales reps get buyers emotionally engaged, then feed them facts and figures that they can use to rationalize their buying decisions to management.
If you manage B2B salespeople, you may be wondering two things:
First, while we understand that consumers buy on emotion, does this really work with business buyers?
And second, in an information era when most buyers begin their buyer’s journey on the internet, how do you control an emotional sell?
My answer to the first question is yes, emotion works better than you might expect with B2B buyers. What’s distinctive about a B2B sale is that you’re appealing to different emotional heartstrings.