Companies like Porsche know certain emotions are baked into the human psyche and can be depended upon when consumers make expensive decisions.
Case in point: Porsche just introduced its first fully-electric roadster—the Taycan.
Compared to a Tesla (it’s main competitor), it does not make logical sense to buy this car. As the WSJ recently surmised:
In the bench-racing matchup between Porsche’s best electric and the Tesla Model S Long Range, it’s a rout.
The situation would seem to be disconcerting for Porsche, whose brand has always promised empirically superior performance to the competition.
But Porsche doesn’t seem to be worried even though the Taycan is double the price of the Tesla.
How does Porsche expect to successfully compete?
By understanding the mind of the luxury sport car buyer.
It’s helpful here to remember the chronic urges that form the impulse for luxury automobiles—envy, pride, exclusivity, scarcity, status, the pursuit of the next.
Some of your recruiting prospects are affected by these same emotions along with some others, as well.
Leading with your feature/benefit spec sheet that describes why you’re better than your competitors puts you at a disadvantage.
You’ll be much more likely to win if you engage your prospect’s emotions, hopes, and dreams first.
And then later reveal you’re also the best choice on all the important metrics too.