Why make an emotional connection?
If you’re giving a sales presentation you’d better start out by demonstrating your past record and abilities, all to establish your credibility and give an effective sales presentation. It would be best to come across as hard headed and all business without any emotional connection. Stick to the facts, RIGHT? Wrong!!!
Facts Tell but Emotions Sell
When was the last time you made an important decision solely from facts without relying on previous emotional connections? Chances are you’ve never done that. We all make critical decisions from the gut; only afterwards do we justify our choices with rational arguments. The more important the decision, the more likely we are to depend on emotions.
In fact, there’s a very good biological reason we act this way.
You know the left brain-right brain dichotomy: the left-brain controls logic, language, and reasoning; and the right brain (hemisphere) takes care of creativity, emotions, and decision-making?
Notice that decisions and emotions are located in the same part of the brain? Obviously, removing all emotional input would be a terrible personal choice when it comes to making an important decision. How then could we eliminate emotional arguments when we’re trying to persuade an audience?
If the purpose of your business proposal is to call your audience to action, appeal to the listener’s emotions. I hope you are excited about the message, relate that emotion via your facial expressions and your body movement. You can address how the listener will feel upon successfully completing the project. Paint a picture so each person can feel the thrill of victory. Remember: logic makes people think and emotion makes people act.
Emotional Language ~ Persuades Listeners
When it comes to persuading people through the spoken word, it’s helpful to remember that audience members want to be influenced. That means that most of your listeners will not be actively resistant to your message. But for true influence to occur, an audience must believe in your honesty and trustworthiness as well as your expertise. And that’s where emotional language and emotionally based arguments come into play.
Yes, your presentation has to be professional and contain all of the elements needed ~ logic ~ credibility ~ E-Factor. But don’t forget that you’re usually speaking to the hearts as well as the minds of your listeners. Your job is to wear your passion on your sleeve. Until they know you care, they won’t care!
Any time persuasion is involved in speaking; emotions will be (must be) part of the mix. Learn to use the E-Factor (emotion) to your advantage whenever you speak. Deliver the results and the numbers that are expected of you. But also find the emotional heart of what you’re saying—the thing that makes your message beat with a discernible pulse.
Your information will educate your audience. Emotion will intrigue them and will make your presentation memorable, proposal exciting.
Facts Tell ~ Emotion Sells!