Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Using positive emotion Positive emotions connected to salespeople play significant roles in minor purchases and reorder items. On big ticket items, they get you an audience and the opportunity to present your offering. Smart salespeople know the importance of “feel-good” aspects of selling. What are you worth? You lose an order for a small and insignificant amount of money – let’s say $72 on a $2,800 tri-fold brochure job. strict bidding rules that require them to select the low priced vendor? intelligent for choosing you. aren’t worth $72 more? In tough times, sales success comes from taking a cold, hard, objective look at the product you sell. In terms of functional features, how distinguishable is it from the competition? If the product is highly standardized or a commodity item, it’s easy to find substitutions. Often you, Mr. or Ms. Salesperson, serve as the product differentiator based on the emotional benefits you provide for buyers. All things being equal, customers buy from the salesperson they like the most. Even when all things are not exactly equal, customers often buy from favorites. Why? Emotional benefits can tip the scale in your favor when they outweigh pricing differences. If the answer to the second question is yes, what can you do to change their perception of your value? CANVAS P13