which IDEAS provides in its training a person may perfectly know the true condition of the market and of the people regardless of the demonstrated behavior. Did you ever think why a painting gets sold for 1 000 000 dollars? Why can one product have totally different prices depending on who sells it and to whom it is sold? One of the main reasons is that this particular painting or jewel or a stone is connected to a certain emotion which make people give tremendous amounts of money. The sales person discovers with what the client associate the product (the button), then he plays with the button. He inspires the buyer with the product for sale. This is emotion. There is no logic here.
If people start to think too much it will be hard to foresee to what from their past it will bring them to or to what variety of consideration they will come up to. As a result of this there will appear answers like: “well, let me think it a little over”, “we’ll see”, “I am not sure”, “let me live with it for a while” and other “considerations”, which block the
activeness and decision making.
of the client or of the market with the purpose that they should be made to buy something they do not need. (Unfortunately there is an opinion about sales people that they should fascinate the client so that they may foist something unnecessary on him, that they are aggressive and so on). A good sales man or marketeer can help the potential client or the market find out exactly what they want by the means of the Tone scale. And when that happens again with the help of emotions the sales person can help his prospect not to fall down with considerations, logic, thinking which may stop him from acting and decision making. Because reasons why something should not be done are easily found.
Let’s take for example a kid of 3-4 years old. He does not know any selling techniques, he does not have well polished behavior for any situation, he does not have fabulous convictions nor a refined speech. He however he knows that he wants something and he uses different emotions– until he does not find the right one in which his wish may come true.
Or just imagine a car seller who has a young and fancy lady in front of him looking for a new car. So he starts to explain to her in a very technical manner the technical parameters of the engine, the newest technology of break system and the incredible lease scheme. Some may say: what’s wrong with saying those things to a client? There is
nothing wrong with that. The question is that there is no emotion involved to make the person act. It is very likely that the young lady starts to feel inadequate for not understanding all those nice technical details, to express outward agreement and never comes back. In my opinion the right approach here would be that the sale’s person discovers why the young lady really wants to get a car or a particular model. He can discover unsuspected for him motives
(buttons) and to use them to make her live her realized dreams about a car – it may be strong sensations, her friends looks, or it may be that she is looking for something elegant so it adds up to her elegance. It can be anything!
Men are also emotional. They may link cars with certain emotions and not just with technical specifications. It may be prestige, a sign to a social or branch belonging, strong sensations, comfort, independence and so on which the seller could find and use as buttons in his communication with his client.
After finding his client’s or market buttons and after having used them to make the client see how his dream
may come true then the technical specification may play a role. The client will leave with a realized dream and this is a good prerequisite that he becomes a client again.
The solution is in the good knowledge of the Tone Scale of Emotions©, their role in determining people’s actions and their usage to create a high motivational status. In his book “Science of Survival” Mr. L. Ron Hubbard© describes in details each emotion, the exact characteristics of the person in it and what can be expected of him as condition and behavior being in a certain tone.
There one can see the exact mechanism how to find the emotion of the person in front of us, how to communicate with him and how to bring him to a level where practical and constructive decisions are being made.
There is also one very important reason to know the emotions. Each of us without exception has his own emotion
in most of his life. But besides our emotion, there are situation and social emotions.
If a person falls down on the street his emotions will go down to fear or anger or (the situation emotion) but if
his real emotion is higher he will go up again. The example of this are kids. If they go down to a lower emotion because of pain or other dissatisfaction they quickly get their enthusiasm back with the problem going away.
The social emotion is actually the mask which we are expected to wear or which we put on ourselves for variety
of reasons – this is what we want to hide from the others and to manifest something else.
The mask? You want to now know whom you are dealing with? Hardly. Or the situation? Well, if nothing else this emotion could help but is variable.
It is good for us to know the real emotion of the client or of the market so that we can communicate with them, with their reality and then we can bring them to our own reality where we want to sell. The result will be action, decision, interest, people thankful for your attention and understanding and future clients.
So use the emotions in your sales and marketing. Logic makes people think, emotions make people act! The right
Once learned and understood this mechanism will bring you real success and joy and last but not least it will
give you a reputation of a person who helps people to express and realize their dreams.
Author:Marc De Turck
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