Emotional Selling: Sell the Sizzle, Not the Steak

“Sell the sizzle, not the steak.” I am confident that at some point in your sales or sales management career, you have heard this expression about emotional selling. As I read Seth Godin's post “In the Mood,” it reminded me of this fundamental sales principle. The short version: Music doesn't teach us how to fall in love; it just creates the emotion of falling in love, being in love, or looking for love. In other words, music, books, theater and movies sell emotion, or the “sizzle.”...