Emotional Selling 12

the art of
Emotional
Selling
Close more sales through
touching people's
emotions
Day 12: Overcoming

Trust Issues
the art of Emotional Selling
Previously.....
To summarize what we have talked about last

time, the more costly what we are selling, the
more trust issues people have with us.
Costly does not just mean monetary, it can
also be in terms of time,
psychologically/emotionally, and
energy/effort.
Project Ahente
Why will they?
If they trusted us and they are proven wrong,

it will be costly, very costly, to them.
And the default for them is to just remain in

the status quo, not risking anything.
That means.....they are not going to buy.
Project Ahente
For them to trust us, we must let them know that

we are trustworthy.
But being trustworthy does not just mean we are
honest and someone with integrity.
THAT IS GIVEN!!!
If we are not honest with our prospects or that we

do not have integrity, we should not and cannot be
trusted.
Not only that but we should not be in sales or in

business because sales and business rely on
relationships.
If we should not and cannot be trusted, we will
ultimately fail because relationships rely on trust
and business (and sales) rely on relationships.
OUR EFFORT AND ENERGY IN DECEIVING

PEOPLE WILL BE IN VAIN BECAUSE WE WILL
ULTIMATELY FAIL!!!
Project Ahente
Being trustworthy means that the prospect can

trust and rely on what we are telling them.
In short, prospect must perceive us as

someone who has their best interest at
heart and someone who knows what
he/she is talking about.
It’s empathy and authority as coined

by marketer Donald Miller.
Empathy Authority
Project Ahente
With empathy or us showing

we have their best interest
at heart, prospect can bring
their walls down and allow
us to influence them.
With authority or showing them we

know what we are talking about, it
allows them to believe what we are
saying just like us trusting the words of
the doctors.
Project Ahente
Prospects perceiving us as someone who

has their best interest at heart but does
not really know what we are talking about
is a lot like a patient listening to a doctor
who really wants to help the patient but
pa-iba iba yung sinasabi.
Yes, the patient trusts that the doctor has

a pure heart but the patient just cannot
fully believe in what the doctor is saying.
Ahhh mukhang fracture lang or

wait baka tumor.....hmmmm
wait, hindi ko sure....
Sorry hindi talaga ako doctor,
dinoktor ko lang degree ko sa
Recto
Project Ahente
Prospects perceiving us as someone who

knows what we are talking about but
doubts whether or not we have their best
interest at heart is a lot like a patient
listening to this very knowledgeable doctor
but thinks that the doctor only wants their
money. Yes, the patient might be
convinced that the doctor knows what he is
talking about yet the patient just cannot
fully trust what the doctor is saying.
Project Ahente
In both scenarios……we, the patient,

have trust issues with the doctor
because he/she lacks one of the
foundation for us to trust the doctor
himself/herself.
The same goes with the

prospect.
They have trust issues with
the salesperson if one of the
foundation for them to trust
the salesperson is lacking.
Project Ahente
Just think of it this way:
Imagine someone is offering an investment

worth 25,000 pesos. The money will be
invested in the stocks of the top 5 technology
companies in the Philippines. Let’s assume
companies like Facebook, Shopee, Lazada,
Tiktok, and Google are publicly listed here in
the Philippines. 25,000 pesos is heavy.
Project Ahente
Then the bank manager offering that

investment starts to present to you the
investment. At first, okay naman. He seems
to know what he is talking about.
But then when you start asking questions, he

can’t answer, always telling you na “balikan
kita dyan.”
In short, the bank manager might not be very

knowledgeable about the product.
Project Ahente
On top of that, he cannot even answer your

questions on stocks.
He can answer some generalized questions
but when it comes to specific questions, it
seems, he is not sure.
Or what if the bank manager knows what he

is talking about but it seems na he just keeps
pushing you to buy?
Bili ka na....
Please....
Project Ahente
What if instead, the bank manager is also

investing in stocks thus giving you real life
scenarios and experiences?
What if instead, the bank manager also

invested in that investment?
What if instead, the manager did not try to

just push you to buy, but rather tried to
qualify you first whether or not this
investment fits you?
Project Ahente
Let’s say the investment as a product is

good for you, how likely are you going to
buy?
More likely than when the manager does

not know what he is talking about and is
being pushy, right?
Because your fear and hesitancy is

somehow minimized.
Project Ahente
Yes, the risks are still there yet because

someone who has our best interest at
heart and is an expert in that thing is
helping us in our buying decision;
we feel more comfortable in investing.
We trust the person recommending this
product to us.
Project Ahente
I guess the point here is:

to eliminate any trust issues with the
prospect, we need to show empathy
and authority.
Project Ahente
Empathy
We need to show to the prospect that we have

their best interest at heart and that we are a
person of integrity.
That means we have to let the prospect know
everything he needs to know about buying our
product, including the good and the bad.
That means truly listening to the prospect and

doing everything to understand him/her. That
means we have to let the prospect know we
understand them through clarifying what they said.
It also means expressing through how we speak

and how we move that we care about his
problems and pains. It might even mean being
honest to the prospect and letting him know that
our product is not a solution to his needs.
Project Ahente
Authority
On the other side of the coin, we also need to

show that we know what we are talking about
and that we are experts in our market and
industry and most importantly in solving the
prospect’s problem. That means being
knowledgeable about our product, our
company’s and industry’s process of buying,
market and industry trend, and ultimately about
the problems our product solve.
This calls for us to diligently study and research

about these things so that we can contribute
value to our prospect and provide help for them
in times of need.
Project Ahente
The beauty in all these is once we truly

have our prospect’s best interest at heart
and we have the expertise in what we are
talking about; the conviction and emotion
of the presentation flows naturally which
will hook the prospect to believe
everything we say.
Project Ahente
Empathy + Authority =
Trust of the prospect on you
Project Ahente
UP NEXT.....
Conclusion
Project Ahente

Emotional Selling 12

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the art of

Day 12: Overcoming

To summarize what we have talked about last

Why will they?

If they trusted us and they are proven wrong,

And the default for them is to just remain in

For them to trust us, we must let them know that

If we are not honest with our prospects or that we

Not only that but we should not be in sales or in

OUR EFFORT AND ENERGY IN DECEIVING

Being trustworthy means that the prospect can

In short, prospect must perceive us as

It’s empathy and authority as coined

With empathy or us showing

With authority or showing them we

Prospects perceiving us as someone who

Yes, the patient trusts that the doctor has

Ahhh mukhang fracture lang or

Prospects perceiving us as someone who

In both scenarios……we, the patient,

The same goes with the

Just think of it this way:

Imagine someone is offering an investment

Then the bank manager offering that

But then when you start asking questions, he

In short, the bank manager might not be very

On top of that, he cannot even answer your

Or what if the bank manager knows what he

What if instead, the bank manager is also

What if instead, the bank manager also

What if instead, the manager did not try to

Let’s say the investment as a product is

More likely than when the manager does

Because your fear and hesitancy is

Yes, the risks are still there yet because

I guess the point here is:

We need to show to the prospect that we have

That means truly listening to the prospect and

It also means expressing through how we speak

On the other side of the coin, we also need to

This calls for us to diligently study and research

The beauty in all these is once we truly

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