People don’t buy things — they buy feelings. And while the world has become comfortable making purchases without any human interaction, the personal touch is more important than ever for making a successful sale.
Consumers often don’t consciously know why they make the purchases they do, and 95% of purchasing decisions are subconscious, according to Harvard professor Gerald Zaltman . This means that emotions drive consumers to pull out their credit cards, not a list of product features.
Tapping into how customers feel is the key to stellar sales and the basis of personal selling. (Think about the marketing of a full-service resort that elicits feelings of status and self-worth.) And making human connections are essential. Once you meet a prospect in person and develop a rapport, it becomes a relationship instead of a transaction.
Read on to learn everything you need to know about personal selling — and how
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