Facts inform; emotion moves. You know this. So, why are you still leading with facts? Leading with “Our revolutionary fuel has additives,” is fact. All good to know. But not good enough to close. You may say that excitedly, and indeed, being ‘revolutionary’ you are personally moved to sell it, but that’s you. And you are not selling to yourself. To the customer, there’s no emotion- it’s all fact. And she’s not moved. Lead with, “I can reduce your fuel costs by 17%,” and watch the executive, hitherto indifferent, stop in her tracks. You have moved her. You opened with customer insight.
Leading with facts doesn’t move the customer
As CEO, cost reduction is among her perennial pain points. And you’ve just told her that you have the balm for her pain. Moved with curiosity she’s likely to ask, “How?” Now, you can start explaining how your fuel with additives cleans the pipes in her factory as it flows through them. Meaning she does not need to shut down and restart the factory for maintenance- an expensive affair. (Much like starting a car consumes the most fuel).
Emotions trigger action—facts explain it
There are many emotions that move. A few powerful emotional triggers include fear of missing out (FOMO), aspiration to belong or rise in status; relief from pain or stress; trust in the person selling. It can also be pride in making a “smart” decision or hope for a better future. If your sales pitch doesn’t touch these, you’re unlikely to move the customer to engage, let alone buy.
People buy with their hearts first—and only later bring in the mind to defend the decision. If you’ve ever walked into a store “just to look,” but left with a new phone, watch, or pair of shoes, you know this to be true. The moment of decision was emotional. The logic came later: “It was on offer anyway.” “I need to reward myself.” “My old one was almost dying.”
The hawker who didn’t lead with facts
For example. “Boss. Hiyo wiper yako ukizidi kutumia itakuharibia gari.” The hawker that told me this, moved me. He got my attention. Not only did he make me feel special (by calling me boss) he also highlighted a problem I had, and didn’t know about- that the wipers on my vehicle were worn and if I continued using them, they would spoil my windscreen.
Now, had he led with “Nauza wiper,” he would be leading with facts. And I would have easily dismissed him as he would not have moved me with that statement of fact: “I’m selling wipers.”
And, just as with the previous salesperson, even if he said that with a beaming smile, he would have moved me to smile back and mentally, be impressed by his attitude. But would I have bought? Nah. He’d score an A in customer service. But this is selling. You move the customer to buy when they see (feel?) what’s in it for them. Until you sell the feeling, the facts don’t matter.
When to let facts speak—after the feeling lands
Once the emotional hook is in, that’s when the facts play their part. That’s when the warranty, need for wipers, technical specs, and price comparisons help the buyer justify the decision they already want to make. Don’t ignore logic. Just know where it belongs—in support of the decision, not at the start of it.
And then there is the hawker, selling in a bus that announced to us, quite matter-of-factly that, “You see this pen. If you buy it for your child, a composition he is required to write in 40 minutes, he will write in 10.” We burst out laughing. Of course, that was not fact. But he had just led by administering the best medicine. It worked. We were moved. We bought. Had he said, “This pen writes smoothly,” we’d have tuned him out because that would’ve been leading with facts.
Emotion gives facts a face
“You can access your account online,” is fact. “You will be the first to tell your colleagues mshahara imeigia” is emotion. Over 60 protestors died in the demonstration is fact. Telling a story of how Eric Shieni (or, though not a protestor, Albert Ojwang) was murdered, is emotion. Words that move are greater than words that inform. Facts tell, stories sell.
Don’t win the debate. Win the buyer.
“I don’t need an investment manager. I know how to invest and I do a good job at it,” the prospect tells you. Now, selling investment products, you can choose to lead with fact thus: “Our company has 53 years’ experience in investing. We are in 9 countries and are the leading investment firm in each. You will benefit a lot from this.” And you are right – if you were debating. He surely cannot be more competent than your firm’s wealth of experience. On that front, you win. But this is selling and you have just transferred the wrong energy-you have just belittled the customer, in essence telling him, “Hutoshi.” Is he moved? Oh, yes. Moved to become defensive and dismiss you with, “I’m okay with my inadequacies.” Or, come out guns blazing with, “So you think that….”
Sell the feeling first
Now, if only, seeing the statement for what it is, an objection, you had led with, “I’m sure you do a good job at money management. I’m sure you also know that most wives outlive their husbands. If something should happen to you, would she be able to handle everything by herself?” This time the energy you transfer is different. It’s respectful, shows concern and deepens the quality on engagement. You’ve moved him, gently, toward reconsidering. You’ve sold a feeling.
The shoe seller who led with curiosity
When a hawker sees the lady prospect glance at the shoes he is selling, he moves her with, “Kuona ni bure.” By telling her, “Browsing is free” he invites her to do so. He moves her further with “Kujaribu ni bure,” (Trying is free) and continues to move her all the way to wrapping and presenting her with the old pair because she has been moved to buy a new one. Without asking her once: “Unataka kununua kiatu?” Which is leading with fact.
Lead with feeling, not fact
Facts don’t ignite desire. Emotions do. “The engine size closes the sale, but it’s the look on their neighbour’s face that brings them to the showroom.”
Read: To transform their organizations CEOs must sell
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