The Ultimate Sales GuideJuanVD
Aristotle Is a Greek Philosopher Born in 385 BC. In speech writing, he said the three ways to move an
audience is Logos, Pathos and Ethos.
Convincing an Audience with logic (logos), creating emotion to move them to action (pathos) and
Gaining their trust in the process (Ethos). This can be used in sales to get the desired outcome.
SALES: Using Logic and Emotion supported by gaining customer faith and favor.
Simply put, people buy on emotion and justify their decisions with logic.
Info: we receive information.
Meaning: We give that information meaning.
Emotion: Based on the meaning we feel the emotion.
Action: We then act based on emotion.
Logic, Emotion, Faith and Favor
Reasoning, arguments and facts.
For something to be truly logical it must be uncontested, no in-betweens and believed.
You present facts testimonies, case studies, research, product knowledge etc. This is your justification for
In sales, emotion is the trigger.
It is pulled in one of two directions either call for purchase or call for inhibition. It’s that simple. You get:
Negative emotions such as fear, anger, shame, guilt, envy, confusion boredom etc. and Positive emotions such
as joy, surprise, courage, satisfaction, ecstasy, love, interest, calmness etc. Depending on the product or
service depends on the emotion required for purchasing. You need to see what emotions call for purchase
and develop a strategy to invoke such emotions in your customers during your sales process. Asking and
creating mental images of past experiences, situations, and potential future outcomes to invoke desired
emotions conducive towards buying actions.
FAITH AND FAVOR
People buy on emotion and justify it with logic, but only if they like you and believe your message. You
need to be a figure of authority and embody likeable traits. Without their faith and favor, chances are
Making the Sale
Sales are the effective transfer of information. Making a logical justification of your product providing
some sort of solution. To provide a solution, you need to know if the circumstance allows.
Your customers have needs and wants. According to Maslow extended Hierarchy of needs, people have
basic needs such as physiological needs: food, water, drink, warmth, sex, sleep etc.
Safety needs: Shelter, security, order, freedom, career, money, stability. etc.
Love needs: Belonging, social, friendship, trust, family, acceptance, intimacy etc.
Cognitive needs: The desire to learn and understand things
Aesthetic needs: Beauty, Quality of life, experiencing beauty through nature, music, travel etc.
Self-actualization: Realizing one’s full potential, personal growth, creativity, purpose, Spontaneity etc.
Transcendence: Beyond oneself, helping others, sympathy, compassion and all the virtues of helping
others. Most of everything that gets sold can fall into one of these categories somehow, or aid towards
these needs being filled somehow.
INDIVIDUALIZED AND SPECIFIC CUSTOMER NEEDS AND WANTS
These are specific conditions ideal for your product or service. Outside your customer’s knowledge
Important to note, customers don’t always know what they want or need, because it is limited to their
knowledge, Your product or service may be of interest to them if they knew about it… example no one
knew they wanted the car before 1885 because it wasn’t invented till then.
After needs and wants, you can delve deeper by understanding what motivates your customers. What
drives them, their goals, mission, vision, aspirations and what their call to action is. People are motivated
intrinsically by pride, career development, sense of achievement, love interest, knowledge, growth,
self-worth, mastery purpose, challenges and curiosity etc. and extrinsically motivated by money, praise,
competition, fear of failure, social standing, punishment, winning, rewards, compensation etc. Knowing
what motivates your customer can help you bring them closer to their goals
To sell, you need to give a client something they need or want. Knowing what they need, want and their
motivations help in providing a solution. Then you sell based on providing an airtight logical case, invoking the required buying emotions and building their faith and favour in you in the process.