The Best Motivation: Fact or Emotion?
When dealing with any buyer or seller or any product, there must be a sense of urgency that encourages your prospect to make a decision as quickly as possible. Creating a sense of urgency is the ultimate use of fear motivation which is the most powerful motivator to get prospects to take action (the fear of loss is far greater than the ecstasy of gain). That being said, sales professionals continuously struggle with deciding whether to use logic or emotion when dealing with buyers or sellers. Logic makes sense but, as discussed above, with fear emotion is always a powerful motivator. Compare the two examples below:
- Ted and Nancy have decided to buy a house. They find a house that meets all of their personal needs but appears to be overpriced by $20,000.
- John and Mary have also decided to buy a house. They are struggling with trying to find a house that they really like that’s in their price range.
So, in the above examples, who is most likely to buy? Ted and Nancy really like the house but it’s not logical to overpay. On the one hand, if a buyer or seller isn’t emotionally motivated to make a decision they’re much less likely to move forward. On the other hand, people don’t like to do what they “need” to do, they would much rather move forward with something they “want.”
In the above example, Ted and Nancy will almost always buy first because of their emotional attachment. That being the case, how do we reconcile logic and emotion? It’s actually easier than you think. A good rule of thumb to follow? Everybody tends to justify their decision, good or bad, with facts that support that decision. But those same people almost always buy based on emotion.
The moral of the story? If you’re an agent, sell first with emotion, then help your clients justify their decisions with facts that support it. They’ll love you, and most times be very happy with their decision, even if it doesn’t make sense.