If you’ve taken any of my efficiency sales workshops, you’ve probably heard me say, “Most decisions are made emotionally and then justified financially.” Unless your prospect is an efficiency professional and knows everything about the technology you’re selling, he or she is probably not going to be interested in kilowatts, kilowatt-hours, and therms. What’s going to sway your prospect is the emotional appeal of your product or service, not the technical specs.
In Simon Sinek’s TED Talk, “How Great Leaders Inspire Action,” Sinek notes that the limbic brain controls both decision-making and emotions. Once we’ve made a decision emotionally, we fill in details about the “how,” “why,” and “what” later. So, put aside the technical aspects of your efficiency projects and think about how your prospect might be drawn to your project emotionally.
