Tuesday, August 17, 2010
When you talk about emotions to an engineer, you are treading on thin ice. There is nothing they hate more than to hear about your emotions. It is like throwing water on the witch. However, marketers know that the most effective sales method is one that appeals to both logic and emotion. You can convince someone that your product is the right choice, but an little emotional push will move them to make the purchase.
The problem is, "using emotions to sell a product" sounds manipulate to an engineer. They want to give their customer all the facts so they can make a logical decision. This would make sense, given the logical nature of engineers, however, any good marketing person knows how to sell his/her product to his/her customer. When left to pure logic, there is a lack of a sense of urgency to take action and the danger of "analysis paralysis."
Let's remove the word "emotion" and substitute "motivation." How do we motivate the engineering customer to stop analyzing and to select our product without extensive research? To do this, we need to determine what motivates them. About what are they passionate?
James Snider is a Global Marketing professional, responsible for developing the 3.4 billion dollar 1394/FireWire market. James spent 16 years in marketing with 7 years working at "for profit" companies, 8 years as executive director of a non-profit and the past year as an independent global business development consultant. www.linkedin.com/in/jamessnider