{"id":2229,"date":"2019-10-25T04:30:55","date_gmt":"2019-10-25T09:30:55","guid":{"rendered":"https:\/\/top1.fm\/DailySalesTips\/?p=2229"},"modified":"2019-10-25T15:11:37","modified_gmt":"2019-10-25T20:11:37","slug":"sales-tip-279-feelings-over-logic-todd-caponi","status":"publish","type":"post","link":"https:\/\/top1.fm\/DailySalesTips\/sales-tip-279-feelings-over-logic-todd-caponi\/","title":{"rendered":"Sales Tip 279: Feelings Over Logic &#8211; Todd Caponi"},"content":{"rendered":"<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?resize=150%2C150&#038;ssl=1\" alt=\"\" width=\"150\" height=\"150\" class=\"alignright size-thumbnail wp-image-2198\" srcset=\"https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?resize=100%2C100&amp;ssl=1 100w, https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?resize=250%2C250&amp;ssl=1 250w, https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?resize=200%2C200&amp;ssl=1 200w, https:\/\/i0.wp.com\/top1.fm\/DailySalesTips\/wp-content\/uploads\/sites\/4\/2019\/08\/Todd-Caponi-Headshot-2.jpg?w=428&amp;ssl=1 428w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/>&#8220;And when you hear customers talking logic, it&#8217;s your job to go try to seek out the feelings that are really driving the behaviors and the decisions, because you can do something with those.&#8221; &#8211; Todd Caponi in today&#8217;s Tip 279<\/p>\n<p><strong>How do you make a decision in sales?<\/strong><\/p>\n<p><a href=\"http:\/\/dailysales.tips\/279\/#disqus_thread\" target=\"_blank\" rel=\"noopener noreferrer\">Join the conversation below<\/a> and share your ideas!<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/toddcaponi\/\" target=\"_blank\" rel=\"noopener noreferrer\">Todd Caponi on LinkedIn<\/a><br \/>\n<a href=\"https:\/\/twitter.com\/tcaponi\" target=\"_blank\" rel=\"noopener noreferrer\">Todd Caponi on Twitter<\/a><br \/>\n<a href=\"http:\/\/www.transparencysale.com\" target=\"_blank\" rel=\"noopener noreferrer\">The Transparency Sales Website<\/a><br \/>\n<a href=\"https:\/\/amzn.to\/2BxenrF\" target=\"_blank\" rel=\"noopener noreferrer\">The Transparency Sale Book<\/a><\/p>\n<p>Have feedback? Want to share a sales tip? Call or text the Sales Success Hotline: <strong>512-777-1442<\/strong> or Email: <strong>scott@top1.fm<\/strong><\/p>\n<p><iframe loading=\"lazy\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/pjWS1fIkU2I\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3>Transcript<\/h3>\n<p>Scott Ingram: You\u2019re listening to the Daily Sales Tips podcast and I\u2019m your host, Scott Ingram. Today Todd Caponi is back. Todd is a top-rated keynote speaker and trainer as Principal of Sales Melon, LLC and he\u2019s also Managing Director of Chicago\u2019s VentureSCALE. Here he is with his tip:<\/p>\n<p>Todd Caponi: Hey everybody. Todd Caponi here, author of The Transparency Sale and I want to nerd out with you for a minute here and think about a concept that neuroscientists have figured out over even just the last 15 to 20 years. Is that we as human beings make all of our decisions the feeling and emotion center of our brain and only use logic to back it up. Thinking about a neighbor of mine, he&#8217;s in his mid-forties he was driving a Toyota Corolla and one day he will drives down the street in a new Corvette. When I asked him, \u201cHey, where did this come from?\u201d His answer was very logical. He talked about the idea that his old Toyota wasn&#8217;t giving him the acceleration that he needed as he was pulling onto the expressway every day going to work and that the car dealership was offering great finance rates 0% APR for 60 months. It just all lined up. Dude, that&#8217;s not why you bought a Corvette, you could have bought many other cars that have great pickup and window cost less. It was a feeling. It was an emotion. When we talk about individuals who are lined up on the street before the launch of a new iPhone sleeping intents in the middle of the night and when they&#8217;re asked, \u201cHey, why are you here? Why are you so excited about this?\u201d And they name all the features of the phone. That&#8217;s not why you&#8217;re camped out on a sidewalk at four in the morning with a bunch of people. There&#8217;s a feeling being first of being a part of something, so we need to think about that when our customers either tell us they are going to buy from us or they&#8217;re not or they stall or a current customer decides to leave.<\/p>\n<p>I&#8217;d encourage you to look at a neuroscientist. Dr. David Rock came up with something called the Scarf Model. So when we think about feelings, we&#8217;re not talking about love and hate, we&#8217;re talking about SCARF, which is the \u201cS\u201d is Status. We buy things to get validated, recognized, get positive feedback. The \u201cC\u201d is Certainty. We buy things because we are wired to try to predict what our experience is going to be. So why we look at reviews before we buy things and why we specifically seek out the negative reviews before making a purchase. The \u201cA\u201d is Autonomy. We are looking for control and we will not buy something that in some way takes away our control. The \u201cR\u201d is Relatedness. Am I part of something? Am I part of the pack? We&#8217;re trying to be like all the cool kids, right? And so relatedness is a key feeling in the drivers that drive decisions. And the \u201cF\u201d is Fairness. Is the return of my investment of both my time and my dollars worth it? And when we look at that and hear customers say, \u201cWell, this isn&#8217;t a priority and that&#8217;s why we&#8217;re not going to buy, or you don&#8217;t have this feature, or we just weren&#8217;t able to calculate good enough ROI on this project.\u201d There&#8217;s likely a feeling or an emotion that&#8217;s coming behind that. So I encourage you to think through that right out SCARF. And when you hear customers talking logic, it&#8217;s your job to go try to seek out the feelings that are really driving the behaviors and the decisions, because you can do something with those. I hope that helps. Good luck.<\/p>\n<p>Scott Ingram: Now do yourself a favor and follow <a href=\"https:\/\/www.linkedin.com\/in\/toddcaponi\/\" target=\"_blank\" rel=\"noopener noreferrer\">Todd on LinkedIn<\/a> and go get your own copy of <a href=\"https:\/\/amzn.to\/2BxenrF\" target=\"_blank\" rel=\"noopener noreferrer\">The Transparency Sale<\/a>. You\u2019ll find links to do both of those things and you can see the video version of Todd\u2019s tip at <a href=\"http:\/\/dailysales.tips\/279\/#disqus_thread\" target=\"_blank\" rel=\"noopener noreferrer\">DailySales.Tips\/279<\/a><\/p>\n<p>Then make sure you\u2019re subscribed to the podcast in your favorite podcast app, you\u2019ve joined the listener list at <a href=\"http:\/\/DailySales.Tips\" target=\"_blank\" rel=\"noopener noreferrer\">DailySales.Tips<\/a> and come back by tomorrow for another great sales tip. Thanks for listening!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;And when you hear customers talking logic, it&#8217;s your job to go try to seek out the feelings that are really driving the behaviors and the decisions, because you can do something with those.&#8221; &#8211; Todd Caponi in today&#8217;s Tip 279 How do you make a decision in sales? Join the conversation below and share&#8230;<\/p>\n","protected":false},"author":2,"featured_media":2198,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"content-sidebar","footnotes":""},"categories":[40],"tags":[],"class_list":{"0":"post-2229","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-daily-sales-tips","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sales Tip 279: Feelings Over Logic - Todd Caponi - Daily Sales Tips<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/top1.fm\/DailySalesTips\/sales-tip-279-feelings-over-logic-todd-caponi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sales Tip 279: Feelings Over Logic - Todd Caponi - Daily Sales Tips\" \/>\n<meta property=\"og:description\" content=\"&#8220;And when you hear customers talking logic, it&#8217;s your job to go try to seek out the feelings that are really driving the behaviors and the decisions, because you can do something with those.&#8221; &#8211; Todd Caponi in today&#8217;s Tip 279 How do you make a decision in sales? 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