When people are thinking about branded merch, facts and emotions matter. Some people want the numbers while others want to know how everything is going to look and feel once it’s done. The tricky part is knowing which to lead with.

Jennifer Dublino, a senior writer for Business.com, says it’s usually best to lead with facts when you’re working with a highly analytical buyer. When you’re pitching a complex campaign or the buyer is evaluating multiple providers, you may want to lean more heavily on emotions. In this issue of PromoPro Daily, we share her top tips for both approaches.

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Tips For Using A Fact-Based Approach

  • Gather all relevant facts. Maybe it’s pricing information, customization options or case studies. She says this shows you’re well-informed and prepared and can help you close the sale before the prospect seeks other options.

  • Determine what you want to emphasize. Dublino recommends researching what matters most to the prospect. For example, are they up against a tight deadline or facing budget constraints? Give them facts they’ll most appreciate.

  • Know how your competitors compare. She says you should understand how your offerings stack up against others in the industry. This is especially important if the prospect is already familiar with the competition.

  • Be aware of everyone involved in the decision. Executives might care about different facts than a lower-level manager. Dublino says you should talk to everyone involved in the decision so you can discover each person’s priorities and pain points.

  • Be honest. If you lie about or exaggerate the facts, she says it will surely backfire. While you may get the sale initially, you could open your business to all kinds of trouble. It is better to forgo a potential customer than create a problem situation.

Tips For Using An Emotion-Based Approach

  • Identify emotions associated with prior experiences. If your prospect had a previous experience with your company or a competitor, ask how it went. Were they happy, disappointed or angry with the product, company or salesperson?

  • Align with the customer’s values. For example, Dublino says if the buyer has a sustainability focus, you could highlight eco-friendly merch. If the company is active in the local community, emphasize that you represent a family-owned business.

  • Discover the decision-maker’s emotional situation. For example, if your prospect is a recently promoted executive, they may be cautious and risk-averse. Dublino says your job is to convince them that your offering is risk-free.

  • Create a sense of urgency. According to Dublino, this encourages the prospect to move forward. For example, emphasize upcoming price changes or time-sensitive business opportunities they might miss.

  • Don’t get too personal. People want to feel understood, not manipulated, she says. Keep interactions professional and focused on business outcomes.

When talking about branded merch, you don’t have to choose between facts and feelings. However, you should know when to tap into each one. Clear data can often help people justify their decision while emotion can help them make the decision in the first place.

Compiled by Audrey Sellers
Source: Jennifer Dublino is an experienced entrepreneur and marketing strategist with over three decades of experience. She’s a senior writer for Business.com.