GNcareers, from Gulf News

Get tips on balancing logic and persuasion

Get tips on balancing logic and persuasionImage Credit: Supplied

Emotions trigger what people want to buy, not what they need to buy. Maybe this statement sounds a bit strange. People are moved by reason, but are persuaded by emotions. When was the last time you purchased a new car? What were the main influences in that decision? Was it your family, friends or colleagues, or pride, fear or guilt?

Whenever you make a decision, you turn to someone for opinion. The same thing happens when you choose to go to the same barber shop or the same restaurant, or choose the same brand of jewelry and designer clothes. Your subconscious tells you to go back perhaps because the brand or provider has always given you a pleasant experience.

This is similar to what salespeople do when they hammer out a deal. They use logic by showing relevant data and facts to sway your decision. The thing is, according to neuroscience, our decision-making process is not logical. It is based on emotions.

Smart sales professionals know this and are very proficient in applying the same strategy in their professional relationships. You will notice that in the first instance, they will never try to sell you anything. They will first try to sell themselves on emotional grounds in an effort to win your trust and friendship. They know very well that if they were able to sell themselves effectively, then their ideas, products and solutions will also be automatically sold.

Learn from this example, and try to create an emotional bond with your colleagues and your clients. Connect with them with your utmost sincerity. If they find you sincere and honest, these people will always turn back to you for advice, solutions or your products.

Never take emotional reasoning for granted when building a strong customer-client or employer-employee relationship. Rather, utilize it to create a longer lasting bond to attain success in life.

Handy Hints:

• Utilize emotional reasoning to create professional relationships

• Try to forge an emotional bond with your colleagues and clients

• Client loyalty happens when clients are satisfied with services

Find out why you need to believe in the power of creative ideas

Source: Kamran Ahmed Siddiqui, Special to Jobs & Careers

The writer is Training Manager in a major Abu Dhabi Oil & Gas Company