I’ve previously written on the power of metaphors and bringing outside models into your business. One of my examples of metaphors for selling is buying is like changing, therefore, selling is like change management.

If we believe that the buying journey is analogous to the journey we take when considering any big change, then we can mine change management models for all kinds of practical advice on selling. One thing we can take from change management is how to think about the role of emotions in the sale.

Managing Emotions

I’ve heard it said that all buying is emotional. And while this is true, I think it’s an oversimplification. The more nuanced take comes from how people use emotions differently at different stages of change.

Early on, before the client has formed the intent to take action and allocated resources against the opportunity, they actively seek inspiration. They envision a better version of themselves, imagining what might be. Here they are looking to be inspired.

This step of imagining and envisioning is necessary because people don’t make decisions to move away from the problem they are experiencing until they have a vision of the beautiful world they might move to.

No vision, no decision.

You can help with the right questions (in person or in a needs assessment), case studies (the simple, inspirational form) or exercises (e.g., workshop or other form of diagnostic that has an envisioning component).

Soon after they decide to take action however, the client goes from overweighting the benefits of a bright new future to overweighting the costs of change and the consequences of failure.

That’s why I say in The Four Conversations that closing is reassuring.

The Closer’s Mindset

In The Closing Conversation you should recognize that the client before you is emotionally quite different from the client you first encountered at the beginning of their journey. The earlier one wanted to know what might be possible. This one wants to know that they’re going to be okay.

Here, you should be calm and present, not presenting.

You should facilitate a discussion on the pros and cons of the choices available to them instead of trying to convince them to choose your proposal over others, or your most expensive option over others.

When going into your next Closing Conversation take an assessment of your emotional state. You might find that you’re a little too excited by the chase, perhaps a little too caffeinated.

Take a breath, calm yourself, and remember that the person you are about to meet is on the precipice of a big change. They’re looking for someone who can assure them that they will be okay—that everything will be okay. 

Be that person.

-Blair