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Your Solar Presentation Secret Weapon (How To Pull On The Heart Strings Of Homeowners)
58 Plays6 years ago
In this episode you'll learn exactly why you'll never close a deal without using emotion and the 5 key emotions that will tug on the heart strings of your prospects.
This is the first episode of a 5 part series on the methodology of the solar presentation and how to get your prospects to say yes 9/10. If this episode brought you even an ounce of value please share it with someone who needs to use more emotion in their presentation.
Enjoy!
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Transcript
Why Logic Alone Fails in Sales
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Speaker
On this episode of the Solarpreneur Podcast, I'm going to talk about why you'll never be able to close a deal based off of logic and how to get your prospect to feel a tremendous amount of urgency so you can close more deals today.
00:00:12
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Coming right up.
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Look, in the solar business, there's really only two types of people.
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There's the ones that crush it, make six, seven, and eight figures, and then there's everyone else.
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The question is, which one will you be?
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Over the last four years, we've studied the sharpest solar sales and marketing pros.
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and how they build multi-million dollar incomes using only the best solar sales and marketing strategies.
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So how do these solarpreneurs do what they do and what makes them so successful?
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This podcast is your answer.
Introduction to Solar Sales Success
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Join us and thousands of sales pros, marketers, and entrepreneurs as we take the solar industry by storm and uncover what it takes to sell more solar with less effort.
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Welcome to the Solarpreneur Podcast.
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What's up guys?
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James Widerski here and I'm going to give you some very tactical stuff today.
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I'm going to get straight to the point here.
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I'm going to do a four or five day series here on the presentation.
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We're busting out these daily episodes.
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I'm sorry today's is a little bit late, but nevertheless, true to my word, I'm going to get this thing out to you guys.
The Role of Emotion in Sales
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But the first one here I want to talk about, the first part of the presentation I want to talk about is emotion, right?
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We all know people buy on emotion, they justify with logic.
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But I want to dive deeper into this, okay?
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And something that one of my initial mentors taught me about emotion and how it has literally been my secret weapon to have one of the best presentations in the industry, honestly.
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I really pride myself on my presentation being highly efficient,
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as well as being able to close 70, 80, 90% of those sit-down presentations or over the phone.
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And the big reason is the use of emotion.
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Now, the reason you're not closing the deals you want to right now, okay?
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Maybe you've got your leads are dialed in, but you're just not closing these people, okay?
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Maybe you're going on three, four, five presentations, and you're not closing any of them, and you want it to be more like one or two.
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Every two presentations you close.
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The reason is because you don't understand why your prospect buys and the real reason they're deciding to buy.
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Because that's more important than anything else.
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And the reason people buy solar today is because putting off that decision.
Instilling Urgency in Prospects
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At a later date, right?
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Deciding to go solar at a later date is more painful than deciding to sign the documents, right?
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The paperwork, okay?
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You got to remember that putting off the decision needs to be more painful than making the decision for your prospect.
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And the only way you could do that.
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is with emotion.
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Now in the next episode, I'll give you some strategies on applying urgency, but in order for those to work, you have to understand how emotion works.
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So the first three points of this are pretty simple.
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Your prospect needs to feel that by waiting to close the deal, they're going to miss out on something big.
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Okay.
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Two, your prospect needs to feel emotionally attached to the sale.
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and they need to believe that this decision is gonna have a profound impact on their lives, or the lives of their family, or how they look to their neighbors, whatever it is, right?
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People buy products because they feel emotionally attached and invested in them, right?
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Nobody buys an iPhone because they feel just, ah, it's just a phone, right?
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They feel emotionally attached somehow.
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Maybe you're emotionally attached to Apple's brand and how Apple makes you feel, right?
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Based off of a commercial or something you saw or a marketing piece.
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or how you feel when your friends have iPhones and that kid that has an Android doesn't, right?
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There's an emotional reason to it.
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Maybe for you, the phone, you would say, ah, it's just a tangible device for me.
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It's just a tool, right?
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It's not just a tool because you emotionally want to feel connected to somebody with that phone.
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You want to emotionally feel secured maybe by having that phone so you could call somebody if you needed help.
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Every single product you buy is a result of emotion and you are emotionally attached to these things to a degree.
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That's how it goes.
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It's a very simple fact, but we've got to get it straight here.
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The prospect, you've got to understand, number three here, doesn't make a decision just because they feel a certain way without having some sort of hard knowledge or facts to solidify these feelings.
Balancing Logic and Emotion
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We're not just going to act purely on emotion.
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There's always going to be some little teeny bit of logic to justify it because
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Quite frankly, a lot of people will act on emotion, right?
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But there's always going to be something in your head that clicks that says, ah, it's okay.
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It's okay, right?
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Think about like a serial killer or anything like that, right?
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You would say, oh, they're all driven by emotion and rage and they weren't mentally in a good spot, but their mind somewhere clicked and said, yeah, that's a good idea, okay?
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That's that logical piece.
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So when we say logic, it doesn't have to be like hard concrete numbers, right?
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It could just be a simple take like a pro con list.
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For example, if I write the pros of going solar and the cons of going so it's logical.
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That doesn't mean I'm going to write down like how much money I save.
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It could just be any little teeny thing could be the logical piece.
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Now, without emotion.
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Here's the kicker though.
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Your prospects won't make a connection to solar, okay?
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And they will literally never buy if emotion is 100% absent.
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You will never make a sale of any kind, especially solar, if your prospect does not feel a huge amount of emotion and investment.
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It's impossible.
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Now, without logic...
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you can actually still make this sale.
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Now, remember, our definition of logic is a little bit different.
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You might be thinking logic as, oh, they saved X dollars, that's cool, they'll buy it.
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Or, oh, these panels are good, or this warranty's good, that'll make them buy it, right?
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Logic to them could just be, you know what, I was gonna look at solar later, but I might as well do it now.
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Something as simple as that could be logic.
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So you can make sales with the teeniest little bit of logic.
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But if you're missing that emotion, you're screwed.
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Nobody's going to buy it.
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Okay.
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It's that important.
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Now, the first thing you must understand is that literally every single buyer too feels emotion.
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Cause I know some of you guys are thinking about those like hardcore engineer type guys or the red type guys that just say, Oh, whatever.
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Just give me the details.
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You might be saying they don't buy on emotion.
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They just care about facts and figures.
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And I can tell you that's 100% wrong.
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Even the most hardcore, most difficult buyer you can imagine right now, picture that really difficult buyer you've been on a presentation with.
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Even that person feels emotion.
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And you know why they feel emotion?
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It's because they're human.
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So I'm going to break down.
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This is the building blocks of people,
Understanding Thoughts and Emotions in Sales
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right?
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We have our brain, okay?
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We have our thoughts, and we have our body, okay?
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I want you to remember this right here.
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Write this down.
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It's so important.
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Thoughts are the language of the mind.
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It's how the mind speaks with thoughts.
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Emotions are the language of the body, okay?
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Okay?
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So what drives emotion is the actual chemicals that are produced in the body.
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The thoughts are just those little things that we justify our action with.
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Both of those work together hand in hand.
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Now the reason I talk about this and I'm getting into this is understanding how these two work together is literally your secret advantage to blowing past every objection, getting your prospects on the edge of their seat, listening to you, being efficient with the presentation.
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And more importantly, closing every single time without fail.
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You know their weak spot.
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The homeowner's weak spot is emotion.
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People will do crazy things because of emotion.
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Think about some of the crazy shit that you've done because of emotion, right?
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That's exactly what you have at your tool belt.
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That's the power you have in your pitch.
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And to think that most solar pros just get straight to the numbers in the presentation, they skip and bypass this entire part.
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It's no wonder they can't close a deal.
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The emotional side needs to be the pinnacle point of your pitch.
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They could go get details on solar online somewhere else.
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They could just go get proposals somewhere, okay?
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Or just go see another salesman.
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But you, you know better because you listen to this podcast.
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You know that people don't pull the trigger because of that proposal.
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They pull the trigger because they like you.
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They trust you.
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They feel an emotion with you.
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They feel an emotion to solar, right?
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They feel an obligation to do so.
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Emotion drives every single purchase.
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Now, I'm going to give you right now, before we wrap this up here, I'm going to give you five top emotions that you can use to level up your pitch that are going to cause your buyer to be motivated to listen to you and most importantly, give you that yes.
Key Emotions for Effective Pitches
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So emotion number one.
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is protection and loyalty.
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Prospects are going to feel, if they feel this, they don't all feel this emotion.
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Some don't.
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Not all of these are with every prospect.
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But the ones who do normally care about protecting their family, the neighborhood.
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They care about the planet.
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They want to take care of what they have.
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This is loyalty and protection.
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Two is pain.
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This is simple as looking how much money they've lost at the power company.
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Have them look at that money they've lost.
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Have them feel that pain of loss.
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It sucks to lose something.
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Have somebody steal something from you.
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Pain.
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Very powerful.
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The third one, number three, is fear, okay?
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Fear of missing out on something, making them feel, you know, the tax credits are going away, that the opportunity for solar is going away, the neighborhoods limiting that metering programs, okay?
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Fear that they're going to lose all this money in the future.
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Fear.
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People act on fear like crazy, super powerful.
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Hero, being a hero, right?
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Heroic, right?
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This is a ego boost.
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This is a dopamine boost.
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People want to feel like they're the hero in their own story.
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That's why people love superhero movies, right?
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They relate to the character.
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They feel like they're a hero as well.
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Make them feel like an environmental hero or a hero to their family or their neighborhood, right?
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It could be anything for these people.
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Make them feel like a hero to boost up their ego.
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Make them feel good about themselves.
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And then last is excitement.
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People feel excited when they buy new things, a new product.
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They get some sort of new thing in their life that changes, right?
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Hits them with that dopamine and they are addicted to it.
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People love excitement.
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Guys, that's it on this episode.
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So remember that emotion drives everything.
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People will never buy on logic.
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You need to always have emotion.
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It needs to be the focus of your pitch.
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Remember the five ways to invest.
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Build emotion with your prospect, right?
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Loyalty, protection, pain, fear, being a hero, and excitement, okay?
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These are some of the emotions you could play and integrate into your pitch today to make a significant difference.
Future Episodes and Community Engagement
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Now, this is the first of the four or five episodes.
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I don't know how many episodes it'll be.
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We'll go as long as we need to.
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on the science of the presentation, what I've learned through my years in solar and how we can apply it to you directly to get you those results, start closing more deals, get your prospect to feel urgency and create the income that you are excited about, that you emotionally decided to go solar for in the first place and stop living paycheck to paycheck.
00:11:56
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Guys, if you enjoyed the episode, you know the drill, leave a review, thumbs up, share it with somebody and I'll catch you tomorrow.
00:12:04
Speaker
Wow, what another amazing episode of the Solarpreneur Podcast.
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Now, before we take off here, do us a favor and go leave an honest review on your platform of choice or wherever you're listening to this podcast.
00:12:17
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It helps us get the word out about the Solarpreneur Movement and impact more entrepreneurs, sales professionals, and marketers just like you.
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And hey, don't forget to head over to Facebook and join the Solarpreneur Group for more daily content
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It's going to impact you and help you take your sales game to the next level.
00:12:35
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See you guys in the next episode.