Joe Sugarman's Triggers - The Devil Is in the Logic

Submitted by Dmitri Davydov on Sat, 2007-10-13 06:39.
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OK, now we get serious. I mean really serious. Because this chapter is on the serious subject of logic and its use to justify a purchase. Logic is serious. It’s a lot more serious than emotion and it is a powerful way to justify an emotional purchase, as I mentioned in the preceding chapter.

One of the questions that may pop into the mind of a prospect as you’re making your sales presentation is, “Can I really justify this purchase?” It is a good example of a question that arises and then must be resolved. If you don’t raise it and then resolve it, you will give the prospect the excuse to “think about it” and, of course, never buy.

Very often the need to justify a purchase may be in the prospect’s subconscious. In fact, it is often not even mentioned by your prospect, but it is always there. It is therefore critical that some place in your sales presentation (usually near the end) you answer that subconscious question, first by raising the justification issue and then by resolving it.

Somewhere in my ads, I always resolved any objection by providing some justification to the purchaser. Sometimes it’s just saying, “You deserve it.” Other times you might have to justify a sale in terms of savings (by justifying its value), health reasons (“you only have one set of them, so you should protect your eyes”), recognition (“the men in your life will love the way you look in it”), safety (“the airbags on this Mercedes are lined with gold leaf”), or dozens of other ways. All these methods are based on realizing the wants and needs of your prospect.

I’ve often had people tell me, “Joe, when I read your ads, I feel guilty if I don’t buy the
product.” When you justify a purchase in the minds of the consumers, they have no excuse not to buy, and in fact may even feel guilty if they don’t.

The higher the price point, the more need there is to justify the purchase. The lower the price point or the more value, the less you have to justify the purchase.

In Chapter 11 I talked about the emotional appeal of a Mercedes Benz automobile and how a prospect bought the car on emotion and justified it with logic. The consumer who emotionally wants to buy still needs the security of knowing that logically the purchase makes sense.

Nobody likes to buy foolishly, as we learned from that UNLV student mentioned in Chapter 9. Everybody wants to know that their purchases have a logical basis and can be justified.

You want to provide that logic. You want to provide the reasons and the justification for the purchase. Without it, the prospect is missing some of the important ingredients for resolving all of their objections in the selling process.

A good example of justifying the purchase of a product appeared in copy I wrote for “investing in” a $600 pinball game called “Fireball” from Bally Corporation. In my copy, I justified its value first by comparing it to other home entertainment systems.

The copy to justify its purchase went as follows:
If you paid more than $600 for either your TV set, stereo system or pool table, you
should consider a pinball machine. You’ll have more fun and see more action than
watching TV, listening to your stereo or playing pool.

Consider Fireball for your office as either an executive toy or a free new benefit for
your office or factory employees during their breaks. You get both an investment tax
credit and depreciation.

As you can see, I even gave businesspeople a way of justifying the cost through tax
deductions and depreciation. See how justifying a purchase can make the purchase less imposing? Very often somebody wants to buy something but hesitates because there isn’t enough justification to warrant the purchase. You have to overcome this resistance by giving your prospect every reason to believe that the emotional decision to buy is backed by a logical justification. Otherwise you’re missing the major psychological trigger you may need to close the sale.

In personal selling, first learn, through experience, the typical objections a prospect will make not to buy your product. Once those problems are determined, you’ll eliminate a major chunk of resistance if you can satisfactorily resolve those issues.

Next, realize that the emotional reasons the prospect is buying your product play a very small role in how the prospect is going to rationalize the purchase. The prospect wants to buy your product. It’s now up to you to come up with some of the logic that prospects need to justify their purchase either to themselves, their spouses, or to their superiors.

In the case of a Mercedes Benz automobile there is a lot to point to. There are issues of safety, appearance, performance, and function. If you’re selling a piece of industrial equipment, there are cost savings, the speed, the lead the prospect would have over the competition—all expressed in facts and figures. In the case of clothing, there’s the practicality of the product, the ease of washing, the way it can mix and match with other clothes—the reasons that logically will justify the purchase.

Remember two main points about logic as a trigger: (1) You buy on emotion and justify the purchase with logic. (2) View logic as the answer to the unspoken objection, “Why should I buy this thing?”
Trigger 12: Justify with Logic

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