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Text comes from the book: “Music is in sales: Reaching customers emotionally” (2015), published by Haufe Verlag, reprinted with the kind permission of the publisher.

Here writes for you:

Best of HR – Berufebilder.de®Ralf Koschinski is a business graduate, coach and consultant for medium-sized companies. He is a certified management & business coach and medium-sized company consultant. Owner of VERTRIEBSMEISTER®, institute for corporate development, and partner of the UMSATZMEISTER method institute for potential development. The technical business economist (IHK) and business graduate (FH) developed the ratiomotion® method. As a multi-certified trainer (including NLP practitioner, INSIGHTS MDI® DISG consultant), the holder of the quality certificate of the Q-Pool 100 business trainer supports companies with technical and design-oriented products in realizing their sales goals. He recently linked his know-how in sales and as a trained professional musician (trumpet, guitar, vocals) in his book "Musik ist im Vertrieb". All texts by Ralf Koschinski.

Music is in the distribution: rationality & emotions

Just as musicians have to tune into harmony for a harmonious performance, so should sellers. Proper attunement with the customer sets the course for success.

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Learning at the orchestra

What an orchestra is all about is also on sale. Just as musicians have to harmonize for a harmonious performance, sellers should also proceed. The right attunement to the customer and the upcoming discussion already sets the course for success. This is best achieved with an effective composition of ratio and emotions.
“There is no such thing as a rational and conscious customer. Many purchase signals for a product or service are converted by the brain into direct buying behavior without the customer's awareness being aware of them. Products or services that do not trigger emotions are worthless to the brain ”.
(Dr. Hans-Georg Häusel, psychologist)

Complex connections between reason and emotional world

A salesperson should be aware of these complex relationships between reason and emotional world. Only then can he classify them and apply them in his personal sales technique and benefit from it.

The parallel to the music is obvious. It is precisely here that positive emotions are aroused only when harmony is also true in the orchestra: the interplay of different instruments, different persons, manifold skills and abilities. Only when each individual musician satisfies every note of a composition in all facets can a touching result sound.

In sales this means:

Successful (he) will be a seller first,

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  1. if every detail is right
  2. if it improves in every phase
  3. really takes into account everything that helps too sell

Facts love feelings

The sale is characterized by facts, by numbers. Whether it is the price of a particular product, including the discount rate, whether it is ordered quantities or exact dimensions. Sales include annual targets and certain sales forecasts, the number of new customer contacts and also the kilometers driven in the field.

Conversely, modern brain research proves how useful it is to link factual arguments and product strengths, as well as facts and figures, with human, individual and deep-seated needs.

So why focus on the ratio alone when it's proven that emotions are more crucial to how we make decisions?

Music is available in sales using the rationmotion® method

A coherent connection between rationality and emotions is required. The linkiomotion® method is based precisely on the link between these two elements. Their application makes it easier for the seller to recognize the complex relationships between rationality and emotions in the sales process.

It is not a theoretical essay, but rather a practical and pragmatic guide to the very personal sales success. The entire sales process is presented in a structured manner and the specified steps can be integrated into the personal sales technique.

Sharpen the emotional tools

But first of all, that means sharpening the emotional tools. Anyone who wants to be successful in sales in the future needs a well-put together “technical package” and above all an empathic one Charisma. Then the sales pitch will not just be a performance, but will become a top-class concert.
The music plays in sales!

Properly and entrepreneurially.

Music is also in the sales! Literally referring to each individual salesperson who is to make the right decision at the customer.

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