'Tis the season for sales, although it appears from media reports that sales are down...as determined by purely financial measures. But who needs reports, you can feel it in your bones. 

Here's the rub: Sales success is not about money, it's about emotions. Money is fiat, the means of exchange, irredeemable currency (I'd like fifty dollars worth of full faith in the Federal Reserve and the guarantee of the US government, please..oh, you mean it's only a promise?).

Again, sales is emotions. Specifically, three emotions: fear, love, and logic.

Fear: wouldn't it be terrible if...? Love: wouldn't it be great if...? Logic: isn't it smart to...?

These are the drivers of any purchase, whether it be an IPod (wouldn't it be terrible if all of Johnny's friends had one and he felt left out?), furniture (wouldn't it be great to have a matching living room suite?), a house (isn't it smart to build equity in a long-term investment?). Anything. 

Is it fair to assume that since "sales" are down, emotions are the drivers? That emotions are actually the fundamental essence of the economy? That what is missing in the current economic equation are the fear, love, and logic factors?

Well, let's keep it at the individual level for now.

As we look toward the New Year and the selling of ourselves, remember, in that interview, that the buyer will be motivated by one or all of these emotions, in varying degrees. Our job is to ensure that we invoke the emotional reactions we need to land the position: Wouldn't it be terrible if your business plan fell short because you needed the value I bring?...Wouldn't it be great if you rounded out your team with a proven contributor, and brought greater recognition to your department?...Isn't it smart lay the foundation for competitive growth with people who know how to drive revenue?

I know my own post-Christmas sale will focus on these concepts.

Merry Christmas and Happy New Year!