Music is in Sales: From Perfection to Attraction


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Text comes from: Musik liegt im Vertrieb: Kunden emotional erreichen (2015) by Ralf Koschinski, published by Haufe Verlag, Reprints by friendly permission of the publisher.
Copyright: Photos by Ralf Koschinski.

Perfection alone does not decide success - neither in sales nor in music. The ratio, that is, the perfection always needs the emotion, that is the attraction.

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Ralf Koschinski Ralf KoschinskiRalf Koschinski is Dipl.-Kaufmann, Coach & Mittelstandsberater.

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Perfection is not critical

Perfection alone does not decide success - neither in sales nor in music. The technical knowledge and skills alone are only a foundation - even if it is still so perfect.

The ratio, that is, the perfection always needs the emotion, that is the attraction. Only the resultant combination effect on man triggers decisions and brings movement in the desired direction.

How often create Company Offers that are just bursting with technical information. Sales departments are safe in this, sellers are trained on that.

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People move people

But where is the concrete help, where the benefit to the customer, where the attraction that makes this offer incomparable for him? Only those who manage to offer surprises again and again, stand out from the crowd, make a bang and thus perhaps even set a new rhythm, are convinced in the sales.

People move people here - and not the products. Only then will sellers and companies become the attraction with their perfect products and presentations.

To make customers into fans

Successful singers and bands have fans who follow them everywhere, download their songs, buy CDs and attend concerts. Real fans take a lot for themselves and even inconvenience in purchasing: They stand for hours to stand in the front row. They eagerly wait for the new play.

But technical perfection alone is not enough. Only when strong emotions come into play can the audience be permanently captivated, the musician becomes an attraction.

How is it with sellers? Perhaps the company has conducted a customer satisfaction analysis and done well. Customer satisfaction is not easy to measure.

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An indicator is the degree of recom- mendation. If this is high, it can be deduced from the fact that the seller or the company actually has real fans.

Why only ratio and emotion lead to the positive decision of the customer

A sustained enthusiasm is the safest way to bring salesmen together with a combination of rationality and emotion. If the effective force hits the customer's values ​​and motives in a moving way, trustworthy purchase decisions fall.

Every seller has the opportunity to impress his counterpart, to be important and formative for his customer. It can encourage, inspire and give customers and buyers different, new (emotional) experiences. It is about being “more important” to the brains of the buyers than the competitors, thus increasing the chances of placing an order.

It is no longer enough to simply communicate its technical information to show the uniqueness of products, systems or services. Simply because they are no longer unique.

Seducing with emotions and convincing with facts - that drives customers to lasting loyalty.

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