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Can You Sell Services On Emotion?
Posted By: BevH* on 7/23/2006 2:13 PM (CST) 250 Points
I wrote this article in my newsletter last week and it generated some discussion from sceptics that although what I had written might be OK for products it is either not possible or very difficult for services So I thought I'd ask you guys what you thought.

Whilst waiting in the doctor's surgery the other day I was reading a magazine - as you do - and noted an advert for Patek Phillipe Watches. The tagline read

"You don't just wear a Patek Phillipe - you begin an enduring love affair"

This got me thinking that increasingly, advertisers and marketers are learning and demonstrating that people buy on emotion. People buy something that attracts them and people buy something that connects with them at a deeper level than just features and benefits.

It's almost a spiritual or deep emotional connection that conjures up an image of being or feeling something that is inspirational and aspirational.

I wonder how in consultancy we can tap into this emerging trend of connecting with our ideal clients on a level that is more subtle yet in my opinion much more powerful. How can we tap into their aspirations and dreams?

As a marketing consultant, how can you support your clients to get into the minds AND hearts of their potential clients? How can you show them the connections they need to make are not superficial and shallow but deeper and more meaningful?

As a business development consultant, how can you show your clients that connecting on all levels with their clients, suppliers and employees will create more meaningful, trusting and longer lasting relationships?

As an IT consultant, how can you surpass the bytes and tekkie stuff and make the connection for your clients about what all the technology brings them on a more meaningful level?

This is not about "going woo woo", far from it. This is about getting the edge and keeping it. This is about understanding that more and more people and therefore more and more of your current and future clients are looking for something greater, something they can connect with. Why not help them by changing your approach or offering something that is more attractive on all levels?

Worth thinking about? What do you think? Hit reply and let me know, I'm curious.

Posted by: BARQ Member Response
7/24/2006 7:15 AM (CST)
Dear BevH,

What you describe is essentially what the folks at SELMARQ call "branding." Branding is not about the size, color or position of your logo... it is the behaviour (spelling for your benefit!) and perception that is elicited by your interaction with your customers or clients.

I just finished an intriguing book called "Stumbling On Happiness" by psychologist Dan Gilbert. He addresses the kinds of questions that all of us care about but few have the time to explore with regard to marketing.

Gilbert goes through a series of facts about the way minds work. In particular, our imaginations aren't imaginative. They are really bad at telling us how we think when the future comes. And our personal experiences aren't as good at correcting these errors as we think. This speaks volumes about the validity of "focus groups."

What people buy is essentially what their brains tell them is a safe choice (usually without seeking concurrence from the conscious mind). Our job as marketing consultants is to develop means of changing that behavior (MY spelling) and perception. To changes one's mind takes emotion at some level -- whether fear (of failure, ridicule, loss of income, etc.) or the need for acceptance, (what we call the "Good ol' Boy" network here in the Southern States) or some other way of being recognized.

It is amazing how much is spent on marketing -- which is chiefly an emotion-charged environment -- with those who know very little about the psychology of human behavior.

In my opinion, the best teachers of how to influence the way humans respond to stimuli are infants and dogs. (But then I am a bit biased on the subject.)

Best Regards,

BARQ
 
Posted by: NuCoPro Member Response
7/24/2006 9:48 AM (CST)
Can you sell services on emotion? Absolutely, if you are selling personal services - hair stylist, massage therapist, dentist, etc. If you are selling business services, however, its much more oblique and actually doesn't apply in most situations.

I'm an IT and a marketing guy, so I can relate to the situations you pose. Have I ever done business with someone that emotionally I would rather not work with? Again, absolutely! I needed a job done and they were the best solution.

If you can't distance yourself from your emotions in business situations, you probably won't enjoy long-term success. On the other hand I've had clients who make decisions based on emotions, and I always end up walking away from them.

Now, having said all that, there IS one very critical emotional element that service providers MUST meet to be successful. That's getting clients and prospects to TRUST you on a professional and personal level. So the challenge to all service providers is how to project trust.
 
Posted by: W.M.M.A. Member Response
7/24/2006 9:55 AM (CST)
If there is an emotion attached to what it is you present, then it has a higher opportunity of being remembered. IMHO, one can not meet the needs of their client w/o emotion being one of the primary influencers.

From: Hi, wanna buy a great computer chip?
To: Wouldn't it be great if you could have more time to do the important things in your life? Wouldn't it be even greater if all you had to do to accomplish this, was to add this amazing, little chip to your existing system?

Good Question

Randall
WMMA
 
Posted by: BevH* Author Response
7/24/2006 10:01 AM (CST)
Barq,
Thx for your comments. Interesting as you say that the psycholgy of buying and more broadly human behaviour can help marketers but many don't take the time to really understand on what and how people (their niche audience) make buying decisions.

However, my speciifc point was in how people buy services rather than products and do they make the choices on the same emotional level.
We perhaps buy a patek phillipe watch because we like quality, luxury and status as those are the underlying values that drive our emotions. However, with services would those same values based decisions apply? I think they do and was looking for other opinons either way.
Bev
 
Posted by: BevH* Author Response
7/24/2006 10:07 AM (CST)
Vevolution.
thx for your comments.

Making emotional decisions is common and its whether they are "emotional" based on fear/irrationality (is that a word?) or based on a connection to what is being bought . Interesting that this might be 2 different sides of the same coin. My point is that connection to a product e.g. a luxury watch is based on what that watch says about you or the picture it conjures in your mind (consciously or subconsciously ) pre/during/after the purchasing decision. After all all a watch does in effect is tell you the time so why pay $$$/£££ when you can pay just a few dollars/pounds for the same outcome.
Is the same premise true in a service purchase decision?
Bev
 
Posted by: BevH* Author Response
7/24/2006 10:09 AM (CST)
Randall,
Absolutely and the example you give is a good one. However, it is about a product - i.e. a chip

My question is does the same philosophy/approach work for services. i.e. creating an emotional connection to a service brand

thanks for your comments
Bev
 
Posted by: W.M.M.A. Member Response
7/24/2006 10:20 AM (CST)
Yes...I sell nothing but service. My tagline. "Helping You Reach The Summit" is filled with emotion. It has to do with fulfilling your dreams...whatever YOUR summit or summits may be.

I say nothing of our ability to produce incredible graphic design for brochures, websites. I only present the possibility of fulfilling your dreams, whatever they may be, for your company.

My firm only discusses what is important to YOU, our client...and, how we can assist you, to do what is important for your clients. Which, in turn, helps you, to reach your summit, time, and time again.

Thank you for the second opportunity.

Randall
WMMA
 
Posted by: NuCoPro Member Response
7/24/2006 10:26 AM (CST)
When CEO's gather they can't help but make comparisons on what they are doing, how much they're making and what vendors they are using (among other things).

The vendor one has two iterations. One is seeking verification, "I'm using XYZ. What do you know about them?" This is the logical business mind speaking.

The other is bragging, "I'm using XYZ!" This is the emotional aspect as they crow about using a perceived top-tier vendor.

My experience is that the primary emotion you have to deal with in business is fear. Specifically, fear of losing your job. That's what prompted my previous post on gaining trust. The old cliché in the US was, "No one ever lost their job by buying IBM." And this was talking about both products and services. However, going with a lesser known provider puts you in jeopardy.
 
Posted by: W.M.M.A. Accepted Answer
7/24/2006 10:31 AM (CST)
If I may, we are currently in planning stages for one of the most well-known pain-management groups in the Houston area. They now have three locations and are moving forward w/plans for more.

This is an emotional sale.

One of the positioning statements we are reviewing is:
"We know you have pain. We will help you to relieve it."

It is important that patients are believed that they have chronic pain. The goal is not necessarily to "take away" their medication. The goal is to relieve the pain. There are many alternative methods that will be introduced, from electro-stimulation to massage to pressure...etc. BUT, and this is a very serious BUT...But, if the pain is so severe that medication is needed, then medication will be used.

However, there is always a search for new and/or refined methods to relieve their chronic pain. Many physicians do not believe the patient when they say..."I am in pain. I need medication." The physicians are afraid of addiction and other issues (legal). It is these physicians who should not be treating chronic pain.

Many of these physicians do not believe the pain is that bad to require the medication necessary for relief. Therefore, suicides of those in chronic pain is on the increase...etc.

We have gone far from our topic....but, yes....emotion to sell a service is very important.

We use emotion for this client. They know that there are people in severe chronic pain, and all they want is one moment of relief...one person to believe them...one person to say..."I know what you are going through. We're here to help you."

This is one of our favorite clients...because we can be emotional...we can help bring to them, people who are in dire need ...

"We know it hurts. We can help stop the hurt."


Randall
WMMA
 
Posted by: darcy.moen Accepted Answer
7/24/2006 10:37 AM (CST)
All sales involves emotion in some fashion. When it comes right down to it, we all need to breathe, eat, drink and sleep...and not much else. Everything else is pretty much a want, and that's where emotion comes in.

The human mind is a wonderful thing. I went to a seminar recently and listened to an amazing speaker spell out exactly how the human mind works during any selling process (commercial or ad). One literally listens with one's eye! Yes, eyes!

The brain can hear, but it connects the dots by creating an image in the mind. We are visual creatures.

The whole process centers around Broca's region. This is the region that gets the mind's attention. Get a reaction of Huh?! from Broca's region, and become heard. Once you are heard, the mind begins to form a picture. One the picture is made, the brain evaluates: is this necessary t my survival? If it is a want, it becomes a judgmental process of 'do I want this, what am I prepared to give up to have this'.

Rationalization, and emotion. Pain, and pleasure.

The whole trick to marketing, advertising, selling...is finding the right combination of words, sounds and visuals to create another person;s mind to go 'Huh?!'...and then take the mind on a controlled journey, and let it decide for itself.

Try it on yourself. Put yourself in a position where you have a choice to buy something...then follow your thought process closely. Tell me if I'm out to lunch or not.

Can you sell on emotion? Its all emotion baby!

Let me try one out on you, completely spur of the moment as a test.....

Does good drycleaning still exist? You pay a lot of money for fine clothing, and you expect your favorite suit to keep you looking your best for years to come. Are you prepared to take a chance on a crummy cleaner with your favorite suit? Or would you rather go with the sure thing and select a member of Leading Cleaners Internationale? Leading Cleaners International is a group of highly skilled, pre-screened, and proven expert drycleaners. Each and every member must pass an extensive examination and prove that their service exceeds the highest standards of performance. Merely passing the exam is not enough, each member must maintain such standards at all times, every time! This means your suit is covered by a 100 percent replacement guarantee, is carefully cleaned and pressed to the highest standards, and is receiving world class care. Your suit is cared for as the treasured investment it is. For more information about Leading Cleaners Internationale, go to http://www.leadingcleaners.org

So, did you click the link? Did you want to?

If you wanted to...great, I appealed to your emotional senses, and and I created a need in your mind to do what I wanted you to do...click the link.

If you didn't...well, I didn't fail...I simply eliminated you from the pool of potential customers I'm looking for.

So, can selling be emotive? Yes.

Darcy Moen
Customer Loyalty Network
 
Posted by: BevH* Author Response
7/24/2006 10:43 AM (CST)
Darcy and Randall,
Nail on the head and 2 great examples. Knew somone would get it in the end.

Great inputs many thanks
bev
 
Posted by: NuCoPro Member Response
7/24/2006 11:10 AM (CST)
OK, guess I misunderstood your question. I thought you were asking about using emotions as marketing tools when selling BUSINESS services. However, both Randall and Darcy (who are great people and super marketeers!) talked about selling personal services.

In the IT world, service vendors have laundry lists of certifications, that garner a tick mark or two on an evaluation sheet. They don't make an emotional connection, nor do they make the sale. However, I definitely want to check out Darcy's certification link to find a good dry cleaner! :)

I'll tell you what, if you can discover how to sell IT services based on an emotional appeal (other than fear), please let me know. FYI - the FEAR appeal doesn't work that well anymore either.
 
Posted by: W.M.M.A. Member Response
7/24/2006 11:15 AM (CST)
Hey Vev:
How about love? Do what Vev says to do, and you will be home on time and your spouse will love you for it.
Your clients will love you for helping them to solve their client issues....well, that's kind of reaching...but, I thought...
"All you need is Love" ?!?!?!?!?!
 
Posted by: Jan Member Response
7/24/2006 1:00 PM (CST)
Very good question and answers. I think you can sell IT services on emotion. At a former company we sold support plans to customers. The top plan, Gold was more than double the standard industry rate. The Gold plan included many more services. We had a national meeting of customers, all in the same market niche. At the meeting we had a "Gold Customer" only cocktail party with the top management of our firm. It was very public, in the program, and in view of the other users. One of our customers called me afterwards and said he counted how many of the top industry people were on our Gold Plan. He figured if so many saw a great value then he needed to be in that group too!

The top reasons for selling our Gold Plan (besides the great services):
1. Affiliation
2. Fear- potential of damage to the business with lower plan. (Being down for a longer period of time)
3. Comfort-It will all be taken care of for me.

IBM ran an ad 20 years ago that I still have. It's a pillow with the words, we'll give you a good night's sleep.

I say "yes" you can sell services, business or personal on emotion. To be successful in the long term, you must be able to follow through!

Jan
 
Posted by: timhayden2006 Member Response
7/24/2006 6:51 PM (CST)
Most certainly! Metaphorical messages are near the "abuse" phase of practice in automotive, consumer electronic and food & beverage worlds today. This is no coincidence.

It doesn't matter if you deliver pizzas or network administration...there is always an underlying NEED you are fulfilling with the service that has almost nothing to do with the actual service itself.

If you can draw any parallel between lowest common experiences and the immediate need your services address, it is often better to describe a detatched "feeling" or separate experience, then presenting a brief description of the service.

If that sounds vague...well, it is. Think back to Reese's peanut butter cups, "you put your chocolate in my peanut butter"..."you put your peanut butter on my chocolate" and picture the other 18 things happening in those spots...
 
Posted by: traci.mazur* Member Response
7/28/2006 2:07 PM (CST)
The key to marketing products or services to target/elicit an emotional response is to first understand if customers/potential customers have an emotional relationship with said p/s (and if they do, what it is). A great way to elicit these emotions is a market research technique we call refer to as StoriedInsights.

Check it out at the company address below and let me know if we can help.

Thanks,
Traci
Client Insight LLC
 


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