When making a decision about anything in life, we inevitably battle with our left or right brain inner voices creating a push and pull of our logic vs our emotion. Which voice do we listen to!
Marketing companies understand this tug of war when they create their ad campaigns. They know that human beings usually engage in irrational making decisions based on their feelings, expectations and culture. Yet there is still that bit of logic in us that tries to justify our irrational decisions. Wants vs. needs.
We all are familiar with the term placebo from the medical world. Controlled medical studies are conducted to validate how placebos contribute to our ‘healing’. However, it is not just a medical placebo that makes us feel better. According to experts, any time a story or practice changes the way we encounter something, we’ve experienced a placebo effect.
A marketing campaign is designed to make us feel better. Marketers create stories, build practices and produce external signals that change our personal experience. These marketing placebos are at the center of what we not only want, but what we think we need. Do I need that newly released iPhone? Of course not (logic). But I want it (emotion). Guess which conversation wins. The story we tell ourselves when we really want something.
So how does the placebo effect function in sales? The sales presentation can be thought of as a marketing practice. When working with a prospect, successful sales agents encourage the buyer to tell their story. The agent then needs to incorporate that story into their sales presentation. When effectively incorporated, the agent should create a narrative that is a personalized sales experience. When it’s personal (emotional buy in), the buyer then can feel better about their final decision. A placebo effect.
Product presentation is an important component of any sales presentation. This is where many agents fall short. They need to communicate not just the obvious features of their product (facts), but work to create an emotional process around the use of those features. Yes, using personalized features-benefit language.
Every time an agent creates a story that changes the buyer’s perception or expectation of what the agent is selling, while factual, needs to also make the buyer feel better. Sometimes a buyer’s perception is a blank slate with no expectations. Other times it is filled with partial or misinformation. Never assume a buyer’s perception is the same as yours. Their perception and experience could have just been formed at your major competitor or from a 3rd party source. Your perception is where you work 5 days a week.
Buyers usually don’t see what you know. Creating product clarity and value is critical to your story. Buyers don’t always understand the quality of your product if you are not telling them. A simple show and tell with information dumping does not help the buyer envision living in that home or feel better about what you are selling. The objective is to get a buyer to believe your product is better because that buyer now believes it is better. A placebo effect.
LeBlanc & Associates believes in the value of a strong sales team. We welcome the opportunity to be your partner to validate your expectations of how your agents perform. Our Video Profiles give you the true perception what your buyers experience. Our reports document the agent’s story telling skills.
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