Interview with Ingo Vogel about Customers and Their Loyalty to the Company
Mr. Vogel, you yourself are a passionate sales rhetorician, selling is something very emotional for you. How did that come about? Shouldn't selling actually be something very rational?- Mr. Vogel, you yourself are a passionate sales rhetorician, selling is something very emotional for you. How did that come about? Shouldn't selling actually be something very rational?
- In case of doubt, our emotions override reason! This has long been known today, and probably everyone has experienced at some point that some decisions cannot be logically explained afterwards. Our mind usually only tries to justify our emotional decisions afterwards. 70-90% of our decisions are made unconsciously - thus emotionally.
- He should feel comfortable, safe, and also professionally in the best hands. He should sense my own enthusiasm, my attention to him, and my genuine interest in him. And if he feels better after the conversation than before, then I did everything right!
- By truly reaching him emotionally and deeply touching him. And please do this especially as a person, not just as a customer. Turning the customer into a (business) friend is probably the best and most secure customer loyalty. This way, I secure a permanent place in his heart or mind.
- An emotional personal brand usually needs to be established over the years. It is important to show edges and corners, to be a type, to position oneself through clear attitudes or statements, and thus naturally polarize. And I need an emotional message, in the simplest case, my tangible enthusiasm for what I do. This is immediately noticeable, contagious, and memorable.
- "For too long, companies believed they could outperform the competition only by constantly introducing new technical highlights. Fortunately, this has stopped, because it was far too expensive and these USPs were simply always quickly caught up by the competition. I am delighted that sales and thus every single salesperson have finally been recognized as the best, incomparable competitive advantage. Because the individual personality and emotional performance of the salesperson determine how attractive, special, or even unique the customer perceives the product. If the salesperson excites, convinces, and emotionalizes, then this also succeeds for the product. Because for customers, the cheapest price often does not decide, but rather the best emotional overall package."
- No emotion, no sales. That's true. And yet the whole thing is not a contradiction. Because even in emotional selling, it's about clear statements, a lot of commitment. By the way, that's also an emotion!
