Hearts buy first 💛
Can you imagine if a realtor tried to sell you a house while ignoring your spouse?
For the sake of this example, let’s say you’re a young married couple with two kids.
The realtor has decided you’re a logical buyer, so he spends the entire house tour giving you all the reasons you should buy it,
The price per square foot is super competitive, and the house already appraised for more than the asking price! This would be a smart investment. It’s within your budget, and you’d probably double your equity in the next 5 years.
The realtor answers all your questions, and you seem satisfied, so it seems like the sale is a done deal—what reason could you possibly have not to buy it?
But your spouse has been awfully quiet… until you get in the car.
Before you start driving, you ask your spouse, “So… what do you think?” and here’s what you get:
Well… I like the huge porch and the sidewalk in the neighborhood, but…
The master bedroom is upstairs, but Emmett’s room would be downstairs—what if something goes wrong and I can’t hear him Also, Robby still needs me at night, so I guess he would have to sleep in our room…
Did you notice the laundry room is in the garage? That means we would have to climb two sets of stairs just to put our clean clothes away. I’m tired just thinking about it.
Plus, did you see that huge dog in the neighbor’s yard? It didn’t seem friendly. I just googled the school zoning for this house, and it’s the worst elementary school in the county. I don’t want our kids going there… I wonder what the crime is like in this area?
Spoiler alert: you are not buying that house.
The realtor ignored your spouse completely, focusing on logical reasons you should buy without addressing emotional reasons—but he should have done that first.
He spent all his energy giving the wrong information to the wrong person, ignoring the critical decision maker in the room!
A house is more than an investment, it becomes your home.
Don’t sell to the head until you’ve already got the heart on your side.
Hearts buy first
This is the most critical component of making a sale, but it’s also what most people get wrong.
People make emotional purchases, and then rationalize them afterwards.
When you try and sell a product by listing all the logical reasons someone should buy it, you’re just like that realtor—selling to your target client’s head, but ignoring their heart.
You do this any time you shift the confirmation to pricing, schedule or other program details before your target client is already sold on the promise of what you’re offering first.
My client Mike is 45 and worried about bending and back pain with a newborn baby at home. He met with a physical trainer, and told me solving this problem was “worth $5,000 to me” but…
Their pitch had me doing math, right? It was like “you have so many sessions a month” and I went from “I’m definitely doing this” to thinking “Oh man… 100 bucks a session?”
They made the mistake of selling to the head, but ignoring the heart.
Remember: People make emotional purchases and then rationalize them afterwards.
I have a client named Shawn who was sharing a PDF pitch deck when he met with potential clients, and it was a pretty slick pitch deck. Great program promise, testimonials, reasonable price, and a simple “here’s what you get” summary…
Everyone he showed the PDF pitch deck liked it! They said they would think about joining, but that was the last time he heard from them more often than not. He just sent me this message:
I took your advice and I didn’t show the PDF, I just said “Here’s what the program does. Would you like to join?” and they said “Yes!”
They asked him the dates and the price after they were emotionally sold.
He shared both, asked “Would you like to put your deposit down today?” and they did!
Shawn helped them rationalize their purchase after they were emotionally sold.
I asked my client Zack why he bought the Airpods Pro he was wearing, and it was the same honest reason that I bought mine.
I knew cool people who used them, and I wanted to be cool.
Sure, I had great reasons to justify my $249 purchase… but a quick search on Amazon.com just showed me over 3,000 “comfortable noise-canceling headphone” options I didn’t look at once before now.
Remember: People make emotional purchases and then rationalize them afterwards.