As a small business owner, understanding the power of emotions in the decision-making process can make the difference between closing a sale and losing a prospect. In his book Follow Up and Close the Sale, sales expert Jeff Shore emphasizes the concept of “emotional altitude” – a term that refers to the heightened emotional state of a buyer at the point of initial interest. Shore suggests that 80% of purchasing decisions are driven by emotion, while only 20% are based on logic. This emotional influence is especially critical when dealing with high-ticket items, where the buyer’s emotional excitement must be maintained throughout the decision-making process. If a prospect doesn’t commit immediately, it becomes the salesperson’s job to rekindle that emotional altitude through follow-ups. For high-priced services, maintaining that emotional connection is particularly effective, as these decisions often involve more consideration and time. Let’s explore how small business owners can apply this lesson, using a fictitious business and prospect to illustrate the customer journey.
Meet Our Fictitious Business: “Pawsitive Training Solutions”
Imagine “Pawsitive Training Solutions,” a small business specializing in a high-end, board-and-train dog obedience service. Their ideal client is someone seeking a comprehensive, professional approach to training their dog, particularly if the dog has challenging behavior issues. The owner, Megan, takes pride in offering personalized, one-on-one training plans that ensure each dog receives focused attention and care during their stay.
Now, let’s walk through the emotional altitude journey of a typical prospect, Alice, who is considering the board-and-train service for her energetic, out-of-control Wirehaired Vizsla, Max.
The First Encounter: Igniting Emotional Altitude
Alice first encounters Pawsitive Training Solutions at a local dog show, where Megan is giving a demonstration on obedience techniques. As Alice watches, she’s impressed with how well-behaved the dogs are and how Megan handles them with ease. Her own frustrations with Max’s behavior make her emotional altitude soar as she envisions a more peaceful home with a well-trained dog.
After the demonstration, Alice approaches Megan to ask about her board-and-train service. Megan listens as Alice describes the struggles she’s having with Max – chewing furniture, jumping on guests, and pulling on the leash during walks. Megan responds by explaining how her training program could address Max’s issues, offering Alice the reassurance that her dog can learn the discipline and obedience she craves.
At this moment, Alice’s emotional altitude is high. She’s excited about the possibility of having a well-behaved dog and eliminating the stress Max’s behavior brings to her life. But like many customers, Alice hesitates to commit right away. She tells Megan she needs to “think about it” and talk it over with her family. Alice leaves the dog show with a brochure, Megan’s card, and the lingering thought of how great it would be to send Max to Pawsitive Training Solutions.
However, as soon as she steps away, life gets in the way. Other priorities begin to invade Alice’s consciousness – work deadlines, family activities, and other household concerns. The emotional altitude that had her so excited about the board-and-train service starts to wane. Does Alice still want to consider the service? Yes, but with time passing, the initial excitement fades, and the idea of training Max begins to slip from her mind, overtaken by more immediate concerns.
The First Follow-Up: Rekindling the Flame
The evening after the dog show, Megan follows up with an email thanking Alice for stopping by her demonstration. In the email, she acknowledges how challenging Max’s behavior must be and reminds Alice of the transformation they discussed for her home life once Max is trained. Megan includes success stories of other dogs who have completed the program, as well as a personalized touch – “I could really see Max thriving in our environment and returning to you with better manners!”
Megan’s email is not a hard sell. It’s a reminder of the emotional connection Alice felt when she saw the obedient dogs at the show and imagined Max behaving the same way. By rekindling that emotion without pressure, Megan sets herself apart from competitors who might push for an immediate decision. Alice doesn’t respond right away, but she saves the email, feeling a glimmer of excitement again about training Max.
The Second Follow-Up: Service-Oriented Persistence
Two days later, Megan follows up again, this time with a phone call. She remembers key details about Max’s behavior issues and asks how things are going at home. Her tone is friendly, and in addition to offering to answer any questions Alice might have about the board-and-train process, Megan also shares a few helpful tips to manage Max’s behavior in the meantime. These small but valuable suggestions build a sense of reciprocity, making Alice feel like she’s already benefiting from Megan’s expertise, even before committing to the service.
This follow-up is crucial because it’s more than a sales call – it’s a service call. Megan demonstrates that she’s genuinely interested in helping Alice solve her problem. By offering practical advice, Megan adds value to the conversation, showing that she cares about Alice’s success with Max, regardless of whether she makes an immediate sale. Her follow-up feels like an extension of the relationship she’s building with Alice rather than a mere attempt to close a deal. Alice appreciates Megan’s thoughtful approach, and while she still doesn’t commit, her interest in the service is reignited.
The Third Follow-Up: Addressing Concerns
After a few more days, Megan sends Alice a personalized video message from her training facility. In the video, Megan introduces Alice to dogs currently in training and shows some of the progress they’ve made. She addresses common concerns clients have had about boarding, training methods, and costs and reassures Alice that Max will be in excellent hands.
This approach adds a layer of transparency to the customer journey. Alice has been doing her research, comparing Megan’s service to less expensive local trainers. But none of them offer the comprehensive, intensive board-and-train service that Megan does. The video helps Alice visualize the quality of care Max would receive, reminding her of why she was excited about Megan’s program in the first place.
At this point, Alice’s emotional altitude is rising again. Megan’s persistence is paying off, but it doesn’t feel pushy. Instead, it’s a series of touchpoints designed to serve and guide her, helping Alice make the best decision for Max.
The Final Follow-Up: Closing the Sale
Finally, after a week of internal debate, Alice still hasn’t come to a decision. Megan sends one more follow-up – a handwritten note. In the note, she thanked Alice for considering Pawsitive Training Solutions and reiterated how much she’d love to work with Max. Megan also acknowledges that it’s a big decision but expresses confidence that the program will make a meaningful difference to Alice and Max’s lives.
This small gesture, which combines service and relationship-building, strikes a chord with Alice. She appreciates Megan’s personal touch and effort to keep the conversation alive. The emotional altitude, which has risen and fallen over the course of the week, reaches a point where Alice feels ready to commit. She calls Megan the next day to schedule Max for Megan’s board-and-train program.
Lessons for Small Business Owners
1. Emotional Altitude is Fleeting but Can Be Rekindled One of the key takeaways from Alice’s journey is that emotional altitude is a temporary state. When a prospect first shows interest, they are operating in a heightened emotional state, but that emotion will fade over time if not nurtured. Small business owners need to recognize the importance of keeping that emotional connection alive through thoughtful follow-ups. For high-ticket services like Megan’s board-and-train program, prospects often require multiple follow-ups to reignite their emotional altitude, as other priorities can quickly overshadow the initial excitement. In contrast, lower-cost services or products typically lead to faster, more impulsive decisions, as they are more emotionally driven and involve less deliberation. With larger purchases or services, however, the extended decision-making process makes it crucial to consistently rekindle the prospect’s initial excitement to keep the sale moving forward.
2. Follow Up with Service, Not Just Sales Megan’s follow-up strategy was successful because it came from a place of service. She wasn’t just trying to close a deal – she was trying to help Alice achieve her vision of a more peaceful home with a well-trained dog. Small business owners can set themselves apart by framing follow-ups as opportunities to serve, not just sell. With high-ticket services, follow-ups are even more important because prospects are likely to balance emotional excitement with logical concerns. When they feel that you genuinely care about their needs and that you’re providing value with every follow-up, they are more likely to trust you and move forward with a purchase.
3. Personalization is Key Every touchpoint in Megan’s follow-up process was personalized to Alice’s specific situation. She remembered details about Max’s behavior, sent her videos of similar dogs in training, and even sent a handwritten note to close the sale. Personalization shows that you’re paying attention and that you value the prospect as an individual, not just as a potential sale. This becomes particularly important when dealing with high-ticket services, where prospects may feel more uncertain about their decision. Personalizing follow-ups helps alleviate those concerns by reminding them of the unique benefits that drove their interest in the first place.
4. The Prospect Wants You to Follow Up A common misconception among salespeople is that prospects don’t want to be followed up. However, as Jeff Shore points out, prospects actually appreciate reminders – if done the right way. This is especially true for high-cost services, where the decision-making process is slower. The follow-up process shows that you care enough to keep the conversation going and, above all, that you respect the customer’s pace. Prospects are busy, and they often need those reminders to bring the decision back into focus.
5. Play the Long Game Finally, Megan’s approach shows the value of playing the long game. She didn’t expect Alice to make an immediate decision, nor did she push her to do so. Instead, she understood that it might take several follow-ups to reach the point where Alice felt ready to commit. This is especially true for high-ticket services like the board-and-train program, which often require more follow-ups to sustain the emotional altitude and allow the prospect to overcome any logical hesitations. Small business owners should be prepared for a similar process, recognizing that building a relationship over time often leads to more sustainable success than chasing quick, low-cost sales.
Conclusion
In conclusion, emotional altitude is a powerful force in the sales process. For small business owners, understanding how to cultivate and maintain it through follow-ups can lead to more meaningful connections with prospects and, ultimately, more successful sales. By following the example of Megan and her journey with Alice, small business owners can create a follow-up process that is both service-oriented and relationship-driven, ensuring that their prospects feel valued and understood every step of the way.
How can you use your knowledge of emotional altitude in your next sale?
