In this segment of the "Top 10 Strategies for Sellers" series, the speaker (Raphael Djine) explains the eighth sales technique: giving prospects a logical way to justify an emotionally‑driven purchase. He argues that most buying decisions start with an emotional need, but a sale is sealed only when the buyer can rationalize the expense. The speaker illustrates the concept with vivid anecdotes—a coach buying a high‑end Mercedes, a family considering a $1 million home with a pool, and a teenager purchasing $200 tennis shoes. In each case, the salesperson mirrors the prospect’s self‑image or status, then frames concrete, logical benefits (safety, prestige, long‑term happiness) that allow the buyer to feel justified in spending the money. He stresses the importance of uncovering the deeper emotional need through targeted questions, then providing logical reasons that align with that need. The talk concludes with a reminder to always secure a logical justification before the prospect leaves, and a teaser for the next video on closing and obtaining commitment.
Chapters
Hey, my friend, I believe you are doing well. Hey, let's jump in this very, very quick as we are building, you know, this, this great, great technique, you know, the 10 techniques that all salespersons must apply, must develop and apply to become very, very successful. So today we'll talk about giving prospects a way to justify buying. You must give a prospect the way to justify buy. And it goes like this: most of the time, most of us, we buy not because of, you know, the, the, the, the, the, the— we buy the need, just like what I said yesterday. And we buy for emotional needs, or, or we buy for emotion and, and then the need. But we must justify that logically. Uh, another day I went to buy— when I was buying my car, uh, you know, I bought a new car, um, even though I had another car that I bought probably like 3 days, maybe 3 days before that. Now the salesperson asked me a few questions. He, you know, he asked me what I was— what I do for a living. I told him I'm a coach, and he said, wow, you probably do a lot of events. I said, yeah. He said, wow, you Yeah, you really need that, you know, that GL, you know, which is one of the top Mercedes that is out there, self-driven car. He said, you really, really need that car. And it's not like I didn't have a car. I have 7, 8 cars in my parking, and I have a car that I just bought like a few days ago. But, you know, the salesperson, the reason to buy the car, I mean, I really Like it, you know, because I said, well, I'm driving home late sometimes. I need a car that can help me. Even if I'm going to sleep, the car can carry me home, literally. And, uh, and but I didn't really need a car. The salesperson, by telling me that, hey, you know, you're a coach, I mean, you're a first-class guy, you can't do less than the best, you know, you're one of the best. Right? This is the salesperson using exactly my word to influence me so I can justify the reason why I am buying the car. And guess what? I mean, I, I'm a salesperson too, so I know how it works. I told him, man, don't do that on me. I train salespeople. He said, well, I understand, but I mean, I can't hold myself back and tell you, I noticed you are a very class guy. I don't think you can go second class with your car. Are you going to go second class? He just keeps dropping this nugget on me, and it's working, and I'm resisting. I know exactly how it works. Of course, Mercedes has one of the best salespeople, but the bottom line here is that the guy was helping me to justify why I need to write him a $180,000 check. To have a car, right? So now, how do you justify, or how do you help a client to justify the sale? Remember, you know, the deeper need. Remember, they tell you, they share with you why they want to buy. You find out about the client, you know about the client. Now you have to help them to justify that sale. If we use a case of the swimming pool again, maybe the client, you know, for those who watch that video, maybe the client will say, well, my kids love the swimming pool. And really, one of the reasons— and instead, you can tell the client, one of the reasons, you know, I know your kids love the swimming pool, but one of the reasons you should pay $1 million for this house You know, one of the things, your kids will grow up very happy because of that. Even though you can buy a half a million dollar home with a swimming pool. So now you are justified, you are helping the client justify, because all sales are just emotional things. Nobody have to have what we buy, but we always have to buy Emotionally and justified logically. Tennis shoes, for example. Hey, this tennis shoe is good, it's going to get me running. Hey, maybe what's the logic behind that? And it costs $200. Somebody else may say, man, I just buy— I can buy 3 tennis shoes with the money of this tennis, single tennis shoes. Which is right. But if you stay there, you're not going to help the client justify. The difference must be, hey, what's the need the client is meeting? Maybe the need of significance. Hey, maybe the tennis shoes— maybe you're the only guy with this type of tennis shoes in your school. Huh? The guy might be like, oh yeah, you're right. I'll be the only one with the brand new tennis shoes in the school. So now the client is justifying. the purchase of $200 tennis shoes. You have the needs, hey, I have to have tennis shoes. Hey man, I must do it. But you have to help the client justify. You help the client now, not the client tell you the need. You need to find a way to help the client to justify by asking valuable questions to the client. It doesn't matter if it's a house, If it's a product, if it's a meal, people buy the need, the feeling, but they must justify logically. That's why some people, you know, they want to buy and they tell you, well, tomorrow I'll come and pay, and they don't show up because you didn't have enough logical reason for them to pay that money for that product. So always, always make sure before you let the client leave the shop, Before you, you know, you, you, you break with the client to come back tomorrow, make sure you have a logical reason. The reason they should buy. We are talking about this circle of sale. And when you apply, you drop all these nuggets, man, you'll be the best salesperson on earth. Hey, tomorrow we'll talk about choosing the sell and obtain commitment. Closing the sale and obtain commitment. It's going to be powerful. Now, how do you wrap the sale up and obtain commitment? We already answered all the rebuttals. We did all the 10 levels of that, and then we will go ahead and close the sale tomorrow. All right, see you tomorrow.
