Think about the last car you bought. Absolutely you considered the logical elements such as price, the interest rate, the ongoing cost of ownership, insurance, etc. But, you also considered or were influenced by the emotional elements – things like how good you would look driving it, how it would make you feel, etc. Sometimes you and your spouse favor one element or the other. In our house, I am the logical one and my wife is the emotional one. I want a car that is reliable. She wants one that is pretty. Keep in mind, normally a decision can not be made when these 2 elements are way out of balance.
Why would corporate buyers be any different? If you have a proposal that has all the logical elements required but doesn’t make the buyer happy, you will not likely get the deal. So when building your strategy consider both elements. Too often we just respond to clients with proposals that just list the features required. Well, one might suggest that is not really doing the complete selling job. Good sales people figure out a way meet both the logical and emotional requirements. With both covered, the odds of winning are much greater. You have a win, win, win…
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