Feelings and outcomes rather than products

Teaching your team that people buy feelings and outcomes rather than products or services requires a shift in their mindset and sales approach. Here’s a step-by-step guide to help you instil this understanding effectively:

1. Start with a Clear Explanation

Explain the concept in simple terms:

• Feelings: People buy based on how they want to feel (e.g., confident, successful, secure, valued).

• Outcomes: They want to achieve a specific result (e.g., increased revenue, more time, better health).
  

Use relatable examples, such as:

• Luxury car: People aren’t just buying transportation; they’re buying status, comfort, and pride.

• Optical staff: Clients aren’t just hiring someone to fill a role; they’re securing smoother operations, happier customers, and higher profits.
  

2. Teach Them to Dig Deep

Use your PUNT with a Q framework to uncover emotional drivers:

• Pain: What emotional impact does this vacancy or challenge have?

• Urgency: Why does fixing this problem matter now?

• Need: What are the emotional outcomes tied to solving the need?
  

Train them to ask open-ended questions that reveal the "why" behind a client or candidate’s decision-making.

3. Role-Playing Scenarios

Conduct role-playing exercises where your team practises:

• Identifying feelings and desired outcomes during client or candidate conversations.

• Tailoring their pitch to align with emotional and outcome-driven needs.
  

For example:

• A client wants an optical assistant, but their true desire is to build a reliable, stress-free team that ensures excellent customer service.
  

4. Show Real-Life Examples

Share real-world case studies or success stories where focusing on feelings and outcomes led to a successful placement or sale. Highlight how understanding emotional drivers influenced decisions.

5. Focus on Benefits, Not Features

Teach your team to focus on benefits rather than just features.

• Features: Describe the product or service.

• Benefits: Explain how it makes the client feel or what it helps them achieve.
  

Example: Instead of saying, “We’ll fill your vacancy quickly,” say, “We’ll help you reduce stress and ensure your team runs smoothly, so you can focus on growing your business.”

6. Empathy and Emotional Intelligence Training

Develop their emotional intelligence by teaching:

• Active listening skills.

• How to read non-verbal cues.

• Ways to build genuine rapport.
  

When your team shows they truly understand clients’ feelings and desired outcomes, trust is built.

7. Incorporate Feedback and Success Metrics

After meetings or calls, ask your team:

• Did you uncover the emotional driver behind the client’s or candidate’s decision?

• What outcomes are they truly looking for?

  
  

Review wins as a team, highlighting how focusing on emotions and outcomes led to success.

8. Reinforce the Mindset Constantly

Include this principle in training sessions, team meetings, and one-to-one coaching. Share inspiring quotes, like:"People don't buy what you do; they buy why you do it." – Simon Sinek.

This consistent reinforcement will make it a natural part of your team’s approach.

Mark Goode

CEO Inspired Recruitment

Mark Goode is the CEO of The Inspired Recruitment Group which originated with the inception of Inspired Selections a recruitment agency primarily focused on recruitment in the optical industry before branching out into audiology and pharmaceutical recruitment. New optical opportunities are featured daily here or if you're a business, looking for help with your recruitment needs, get in touch here