Selling With Data, Part Two: Lead with Emotion, Support With Data
Good morning,
Last week we talked about the wrong way to sell with data. This week we’re talking about the right (or at least a better) way to sell with data. Let’s dive in.
Data needs to be the primary supporting function of emotions because emotions actually compel people to take action. The insights presented to someone you’re trying to influence should either:
Further justify existing emotions that you want your audience to continue feeling
Contextualize or quantify the benefits a change initiative personally has on your audience
And for those who think cold hard facts– even thoughtfully and succinctly presented– are the most impactful and objective way forward in a conversation, read more on the Rhetorical Triangle.
I recently built a data visualization dashboard for my team that helps sellers bring impactful customer data to their client meetings. And while I'm honestly proud of the dashboard and its scaled insights it provides to the business, it's useless without the ability to translate a number to a story. Here’s how I’m encouraging my team to build a narrative, supported by data, anchored in the following three themes:
Loss aversion: Humans are more inclined to take action to avoid loss or failure. How can you tell the story to a client about what their world would look like if no action is taken? And how can you quantify this?
Reflection as inspiration: Do we feel as though the investments and strategic decisions we’ve made have helped further our mission? What’s the impact of what we’ve done? Are we happy about this? What are alternative paths forward?
Future state visualization: Let’s dream together for a bit. What’s the full opportunity? Why is this so exciting for you personally? Now what would it take to make this a reality?
The above themes aren’t exhaustive but they cover a lot of ground.
Let’s role-play an example insight of “The auto insurance industry is expected to grow 15% YoY”:
[Option #1] “Based on our research, we expect the insurance industry in California to grow 15% YoY. This is why we’re recommending you utilize our solution that can help you be able to effectively capture this demand.”
Yawn. Time to check email on the phone under the table.
[Option #2] “I know you’re on a mission to ensure all hispanics in California have the most comprehensive and affordable auto insurance. The work and service you’re providing here is virtuous. And because we’re expecting a 15% YoY growth in the industry, it’s all the more important we ensure your prospective customers are kept safe on the road.”
You know… the work we’re doing here is important! And you’re telling us you can help us continue to ensure we’re furthering our mission? I’m listening.
On your next sales call, try leading a pitch with an emotional appeal and quickly support this with data. Ensure the emotion is tied to something your stakeholder actually cares about through effective discovery.
About ~75% of customers say it’s easier than ever to take their business elsewhere according to Salesforce’s State of the Connected Customer report (source). This means that the moment a customer feels they’re able to drive a better ROI with another product or service, they will. But if you make the emotional connection to the work you’re doing and showcase that you’re the best guide to help them realize their mission, it becomes much harder for them to churn.