The first thing I need to establish before you read on is what closing is.  

Many salespeople, even experienced ones, think of closing as a set of words that happen after you’ve presented the price and you want to get your prospect to say “Yes, I’ll take it!” and sign on the proverbial dotted line.

That is flawed thinking.  Closing starts long before then. I recall an inexperienced salesperson commenting to me how smooth I was when closing the sale. He misunderstood the concept of closing. He listened to the words I said as I asked for a signature, not the many, many words I said to lead up to that moment.

Beginning with the first words you say to your customer, you are closing the sale.  

Describing the benefits of the features of the vehicle you’re selling gives the customer factual information.   Facts are significant. They can be put into a column on a spreadsheet. Helping your customer fill the columns of his logic list is essential. 

Create feelings to help your customer buy.

Customers buy with their head AND their heart.

Feelings are intangible. They are abstract. They engage the amygdala, the part of the brain that is responsible for the feeling of emotions. Why do people sometimes buy a product or service from one supplier rather than another, especially when the prices are very similar? The reason is the way one supplier makes them feel.  

Here are ten phrases to use during the sales process to help create that amygdala stimulating emotional connection to you and your product.

1. You’re worth It!
2. It’d be a shame to….
3. Congratulations!
4. Breathe easy! You won’t have to worry about….
5. That’s a nice touch, isn’t it?
6. That’s going to make things easier, isn’t it?
7. Here’s something I think you’ll love…
8. You’ll be proud to own….
9. You deserve….
10. That’ll be a significant advantage, won’t it?

The amygdala is your brain’s first defense mechanism. Everything your customer believes first passes through the amygdala. If you’re able to create positive feelings in your customer, when they engage the critical thinking mechanism of their brain, the amygdala will soften the blow of the details, facts, and figures.  

Consider this: There is absolutely no logical reason a person should spend money eating out at a restaurant. The same food is available at a grocery store at a fraction of the price.  

The reason people are willing to pay many times more than the food actually costs is because they have connected emotionally to the taste, convenience, ambiance, being waited on, and many other trappings of restaurants.  

So, don’t believe that your customer is solely interested in facts and figures. Help yourself close by creating an emotional response.  

This article originally appeared on CloserClasses.com

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