Selling to the 7 Emotional Buying Styles Reviewed By Conny Crisalli of
Conny Withay

Reviewer Conny Withay:Operating her own business in office management since 1991, Conny is an avid reader and volunteers with the elderly playing her designed The Write Word Game. A cum laude graduate with a degree in art living in the Pacific Northwest, she is married with two sons, two daughters-in-law, and three grandchildren.

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By Conny Withay
Published on December 12, 2012

Author: Greg Ferrett
Publisher: Exceptional Sales Performance
ISBN: 978-0-9873-7290-1

Author: Greg Ferrett
Publisher: Exceptional Sales Performance
ISBN: 978-0-9873-7290-1

Business to business relationships, positive or negative, stand on the emotional attachment an individual has with another individual,” Greg Ferrett states in his book, Selling to the 7 Emotional Buying Styles – Make Every Sales Call Pay by Selling to Emotional Needs.

With one hundred and five pages, this paperback book has a photograph of two business people “high-fiving” on the front cover. The back cover explains the book and gives some information on how to make every sales call productive and profitable. Inside are fourteen chapters that include easy-to-understand material, light-hearted comic strips, charts, and worksheets along with a simple test to determine one’s own emotional style.

Author Ferrett reiterates that Harvard Business School found, on average, that nearly sixty percent of a purchasing decision is made before even having the first conversation with a supplier. A sales representative can be a hindrance instead of a help unless he or she understands the mix of emotional attachment between business to business relationships.

Similar to the Genome of  DNA, Ferrett calls an “Emnone” the total emotional makeup of an individual as he examines seven unique styles that characterize each of us when it comes to sales and marketing: Normal, Hustler, Mover, Double Checker, Artist, Politician and Engineer. Knowing a person’s particular emotional style in advance changes the sales field when “red” or “green” buttons are pushed during a sales meeting, altering emotions and outcomes.

This book breaks down each style by giving ways to sell to the specific business person, showing techniques of working with them, having meetings and following-up later to complete the process. Each of the seven chapters discusses language, ideals, vocation, image, neatness and a gambit of how to communicate, present and close the individual with that particular emotional style.

Besides learning typical roles for each “Emnone” and having the reader take his or her own test, one learns the Normal’s drive is for social acceptance, the Hustler wants material success, the Mover loves to communicate, the Double Checker craves security, the Artist wants to create, the Politician pines to win and the Engineer desires detail. One learns how to spot each of these characteristics easily through body language and appearance or observing office decorations or type of car driven.

This textbook is the perfect tool that should be read and reviewed prior to sales calls so one can predetermine emotions and produce the most pleasant and profitable plan of marketing or procuring a sale. By knowing how to make more lucrative business relationships through assessing one’s emotional state, one can also learn his or her own emotional style in relating to others on a more personal level.

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