Sales is both art and science.
Science resides in the left brain, which houses process, technique and methodology. Art resides in the right brain, which has the emotional connections, relationships and the energy of possibility.
Our left brain is objective and searches for the tangibles, while the right brain looks for the intangibles and tends to be subjective.
So, which matters more – art or science?
If emotions eclipse logic, then art should trump science, and it does! Let’s look at three reasons why art trumps science when selling.
First, let’s look at how we make decisions. The left, rational side of the brain can only take in so much information. If it gets bombarded with too much information it can freeze or get trapped in analysis paralysis.
The right, emotional side of the brain can take in much more information. It pays special attention to stories, and loves all the intricate details. It’s the emotional side of the brain that pushes us over the top to make decisions
It’s why a good car sales person wants you to test drive the vehicle you’re considering. The touch, the feel of the car and how it rides on the road, the smell and the purr of the engine. Senses stimulate our emotions which impact our decision.
Second, it’s the little things that can make the biggest differences. That’s why when we make an emotional connection with another, we have an advantage over the competition. The old saying: “It’s not what you know, but who you know” is so true. People buy from people they know, are referred to and trust. Studies show that even a small connection, such as coming from the same town, or having the same birthday can make a difference.
A recent prospect accepted my meeting just because I noticed he was a triathlete and we had that in common. In the world of social media today, we now have a huge responsibility to research the person we want to meet. You know how you feel when meeting someone for the first time and they’ve noticed some of your interests. It feels good that they took the time to explore.
Third, is that customers buy for two reasons, business and personal. The business is the objective. The return on the investment, the cost, the service. These are the tangibles.
But just as important are the subjective reasons. Will they look good in the eyes of upper management? Will they get a promotion? Will they have peace of mind? These are the intangibles that count as much as the business reasons.
The tipping point for the customer’s decision in your favor is YOU. Making a solid connection should be a priority.
Most of us make decisions based on our gut, which is wired directly to the emotional side of our brain. It’s about building trust, following through and giving the customer a sense of confidence in you. And, confidence is more art than science.
Why does one athlete do better than another who has the same talent? It’s usually because of their attitude. That’s the art, which counts more than the science.
The bottom line is to be yourself and leverage your strengths. Then you’ll experience the art of selling.