F&I and Showroom, December 2015

24 F I and Showroom December 2015 Finance Insurance THE EMOTIONAL SIDE OF SELLING I n the world of F I we have dedicated a high percentage of our efforts to developing a logical plan to present our products and overcome any objections we encounter And the many hours we have role played with another F I manager and worked on the best way to move past an objection have not been in vain as logic plays an integral role in a customers decision to buy But we must remember to put logic in its proper place Buying intangible products is an emotional decision however customers may have a difficult time making the final decision unless they can justify it logically See while facts may be both important and relative to the customer they are almost never the reason customers buy Recently I read a very powerful statement from Scott Bedbury In the course of his illustrious marketing career he created the Just Do It slogan for Nike and brought us Frappuccino while working with Starbucks He said Emotions drive most if not all of our decisions A brand reaches out with a powerful connecting experience Its an emotional connection point that transcends the product Hes right Browse commercials for Starbucks and Nike and you will be hard pressed to find more than a few words about the product itself But you will quickly learn what the product will do for you and how it will make you feel Take the recent Gatorade commercial featuring Serena Williams which has garnered nearly eight million views on You Tube Instead of focusing on the sports drink it tells an emotional story of how Serena grew into the star she is today and ended with the slogan Win From Within So if you want to be a great athlete wear Nikes and drink Gatorade On your way home dont forget to visit Starbucks where Good things happen when we get together at Starbucks See selling the emotional reasons for buying a product will work for coffee sports drinks and tennis shoes and it will work just as well for the intangible products in F I Hey we know customers rarely buy product because of what it actually is they buy because of how the coverage makes them feel protected safe and financially prepared for the cost of an expensive repair Lets look at three points in the F I process where we can focus on the emotional side of selling 1 Connecting initially on an emotional level The first few minutes of a customer interaction will Top trainer reminds F I pros to occasionally set aside the logical flow of product presentations and let emotions take over By Rick McCormick ISTOCKPHOTO COM JOSHUARAINEYPHOTOGRAPHY