Table Of ContentEmotional Selling
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EMOTIONAL
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Using Emotional Intelligence to Get Sales
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Emotional Selling is a very practical book “David Yule has completely T
that is, easy to read, informative, and will changed our attitude towards Sales
provide anyone that reads it exactly what I
Training. We know what works! SELLING
they need to know to sell successfully. It O
David has taught us to use
gets right to the point and will help any one
interested in selling to focus on what is Emotional Selling and we are living N
important. Not only does the book provide proof it is effective.” A
the keys to success but it also provides
—Mike Wilson
quick summary charts to allow you to use L
the book as a quick reference before any Market Development
sales call or meeting. Manager, Daryl Industries S Using Emotional Selling to Get Sales
It has been estimated that 80% of all buy- E
“When David Yule talks about
ing decisions are based on emotion. The
L
key to successful sales is making the right selling everyone should listen...”
connection with the customer, and extract- —Patrick McAvoy L
ing the right emotional response. The book
European Sales Director
sets out a tried and tested technique to I
achieve this objective by thinking, acting Polymer Engineering N
and responding on the basis of emotion. Corporation
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This book will enable readers dramatically
to improve their sales performance, and About the Author
enjoy it at the same time...
David Yule is a highly successful
David Yule has created a dynamic guide to sales trainer and consultant and has
using “emotional intelligence” in selling. been involved in Management, Sales
D
The book shows how these groundbreaking Management and Training for the
new principles can be applied to create rap- past 20 years. He has designed and a
v
port and achieve sales with even the most presented programs for many blue i
difficult of customers. d
chip companies on a wide variety of
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interpersonal and sales related
If you want to improve your own or your u
topics. He is also in great demand
organizations sales performance then this l
book. Not only will you see immediate as a dynamic and lively conference e
results, but you’ll have fun along the way. speaker.
Global Management Enterprises, LLC Global Management Enterprises LLC
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pYroouvri dien vgersetamt eandtv iicne tthhiast bcoano ki mwmilel dpiaatye lfyo br ei tpsueltf t om uasney. rprisal M David Yule
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EMOTIONAL SELLING
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EMOTIONAL SELLING
Using Emotional Intelligence to Get Sales
David Yule
Copyright © David Yule 2000/2002/2010
First Published in 2002 by Management Books 2000 Ltd
...........................................................................................
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise
without the prior permission of the publishers. This book is sold
subject the condition that it shall not, by way of trade or otherwise,
be lent, resold, hired out, or otherwise circulated without the
publisher’s prior consent in any form of binding or cover other
than that in which it is published and without a similar condition
including this condition being imposed upon the subsequent purchaser.
...........................................................................................
Published in 2010 by Global Management Enterprises, LLC
Massachusetts, USA
Print ISBN 978-1-934747-44-5
Ebook ISBN 978-1-934747-26-1
Acknowledgements
I would like to acknowledge the people who have had an influence on
me and my selling and consequently this book.
Most of all, my wife Julie. Otherwise they are in no particular
order and I am sorry if I have left anyone out who feels they should
be included.
Pat McAvoy, Chris Howe, Simon Percival, Steve Wood, Mark
Walton, Owen Reed, Nick Brice, Avril Carson, John Elder, Goran
Gorrson, David Hall, Martin Humphries, Chris Lane, Norman
Longdon, Sue Moore, Carole Neales, Sonia & Richard Nelson, Mike
Pegg, George Schaphoff, Larry Winget, Peter Thompson, Eric Nicoli,
Lucy Caldwell, Mike Wilson, Robert Gravill, James Retallack, Andy
Bain, Billy, George and James (my brothers).
5
To Julie, Mum, Inga and Lindsay
Contents
1. Introduction 9
2. In The Beginning 17
3. Psychological Needs 29
4. Deal With The Behavior 61
5. Decision Makers 93
6. Motivating People to Talk to You 101
7. Finding Out What People Really, REALLY Want! 111
8. Propose Solutions 123
9. Address Concerns 135
10. Agree Future Action 143
11. Follow Up 147
Solutions 149
Concepts 151
7
1
Introduction
Most buying decisions are based on emotion. It has been estimated
that over 80 per cent of all decisions are based on emotion. We have
all been in situations where logically the customer should have
bought our product and yet they didn’t buy it. That is because
customers don’t have to follow the rules. Every selling process I have
encountered has been based on logical reasons. It is very easy to see
how, logically, they work. There is no 100 per cent guaranteed sales
process because selling is not a perfect science. There are no right or
wrong ways to do it. I use the psychological needs of the customer to
appeal to their emotions and increase my chance of getting a sale.
In the entire world there are only 3 ways to increase your sales.
The three ways are:
(cid:2) Increase Your Number Of Customers
(cid:2) Increase Your Average Order Value
(cid:2) Increase The Frequency of Orders
My intention is to work on all three ways to give as many practical
tips as possible. The entire focus is tactical rather than strategic
selling. What you can do differently when you are in front of the
customer to get more sales. My overriding rule for selling is that if
you aren’t having fun you are probably doing it wrongly and so I will
have some fun in the book as well.
I know the practical tools in this book do work. How do I know
they work? Well, I was in the fortunate (??) position for nearly ten
years of having a role which mainly concerned sales coaching. This
meant I was able to observe the methods we used to train salespeople
9
Description:Emotional Selling is a very practical book that is, easy to read, informative, and will provide anyone that reads it exactly what they need to know to sell successfully. It gets right to the point and will help any one interested in selling to focus on what is important. Not only does the book provi
