I was talking to one of my best clients yesterday, and she reminded me of something I learned many years ago, but had not really thought about in quite some time: People buy due to emotion.
We are a hurried society, receiving many, many pitches daily. Sometimes, we don't even realize we are being sold. We have to trust our intellect, for sure, but what enables us to move forward quickly is our gut instinct.
This quick action response separates the great minds of business from the norm – they process faster, and are able to decide quicker.
Emotions are important in B2B marketing and sales. They are also important in life.
I am reminded of Jim Valvano's famous ESPY speech from 1993: "To me, there are three things we all should do every day. We should do this every day of our lives. Number one is laugh. You should laugh every day. Number two is think. You should spend some time in thought. And number three is, you should have your emotions moved to tears, could be happiness or joy. But think about it. If you laugh, you think, and you cry, that's a full day. That's a heck of a day. You do that seven days a week, you're going to have something special."
I hope you all have a special week.
By Ed Trachier, Founder & CEO of OnTarget Partners, a B2B marketing, sales, and research solutions firm that provides Intelligence for Business. He can be reached at 469-200-4901 or at firstname.lastname@example.org