First, there’s something we call the intellectual part of a sale (the mind tells someone they should be interested,) and second, there’s the emotional part to the sale (the heart tells someone they MUST have it!).
For example, the emotional part is a Prospect being REALLY excited about a product or service, or REALLY WANTING IT (for whatever reason.) The intellectual part is the Prospect “KNOWING” why it “makes sense” to purchase the product or service. These are two VERY different things!
You may have heard before that “We buy on emotion, and justify it with logic.” This is VERY true.
In fact, if you only trigger one part of the sale, you may very likely have a cancellation. Take for example someone who buys an expensive new pair of shoes. They were emotionally charged in the heat of the moment, but upon returning home, looking at the other 200 pairs of shoes in their closet, opening their credit card bill, catching hell from their spouse, etc, THEY DEFINITLEY WEREN’T INTELLECTUALLY SOLD and the emotion is gone. So they return the shoes!
Or, conversely, there are many things we are “intellectually” sold on: no-smoking, healthy diet, buying insurance, etc, but since the emotion is lacking, it NEVER happens (or happens briefly with the New Year’s resolution, Lent, etc), but once the emotion disappears, so does the sale!
As you begin your sales career, you will first be what we call a “Professional Buyer Finder,” which means you will be spending a ton of time searching for Prospects who are already interested and partially (or totally) sold already.