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The Traveling sales lady Road Notes the Sixth Sense this is Road notes from the traveling saleslady.
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Short reads for sales professionals on the move.
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Today's piece, the Sixth Sense.
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There are five senses in the room.
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The sixth one closes.
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We all know the five.
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Sight, sound.
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Touch, taste.
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Smell.
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Most sales training stops right there.
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But the reps who consistently win, they've figured out how to reach something deeper.
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Call it the heart.
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And it's the only sense that makes a buyer come back.
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Think about it.
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You've walked into a restaurant where the food was just okay and gone back anyway.
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You've stayed loyal to a brand that wasn't the cheapest or the fastest.
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You've bought something you didn't strictly need because buying it just felt good.
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That's not irrational.
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That's the sixth sense at work in sales, most training focuses on the first five.
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How does the demo look?
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How does the pitch sound?
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Those things matter.
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But the reps who build lasting books of business understand something else entirely.
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That a buyer's emotional experience of a sales conversation.
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How it made them feel.
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Whether they felt heard.
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Whether they laughed.
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Whether they left better than when they walked in.
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That's often the deciding variable.
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Disney figured this out before most companies even had a sales playbook.
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Every employee is a cast member.
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Every guest interaction is part of a show.
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The goal was never a transaction.
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It was an experience so emotionally resonant the guests would pay to repeat it.
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And that same intentionality?
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It's available to any sales professional willing to apply it.
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Chick Fil a does it with warmth and consistency.
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Southwest does it with humor.
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Turning the discomfort of air travel into something people actually look forward to.
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Brands that market to the heart don't just earn customers, they earn advocates.
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People who tell your story for you unprompted because the experience was worth sharing.
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And here's the thing.
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You don't need a theme park budget to do this.
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You need one thing.
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The intention to make your buyer feel something worth remembering.
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A moment of genuine humor.
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A question that shows you were actually listening.
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A follow up that arrives before they expected it.
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Small moves.
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Big emotional residue.
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So here are three questions worth asking yourself.
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First, how does a buyer feel after a conversation with you?
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Not what they think, what they feel.
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Energized, heard, lighter than before, or processed, pitched at and slightly relieved.
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It's over.
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That emotional aftertaste is what drives the next call.
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Second, what does your brand feel like at every touch point?
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Not just the pitch meeting.
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The email before it.
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The follow up after.
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The voicemail tone.
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Every single one sends an emotional signal.
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Pick the touch point you control most and ask yourself, what do I want this person to feel?
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And third, when did you last make a buyer laugh?
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Not a rehearsed opener, a genuine moment of lightness that says, I'm a real person and this doesn't have to be stiff.
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Laughter releases tension, builds rapport faster than almost anything else, and creates a memory.
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If you can't remember the last time that happened, that's worth paying attention to.
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The five senses Get a buyer to the table.
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The sixth one keeps them there.
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Market to all of them, but never forget which one actually makes the decision.
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That's Road notes from the Traveling Sales lady.
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If this one resonated with you, the full conversation that inspired it is waiting for you on the Traveling Saleslady podcast.
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Find it wherever you listen.
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See you on the road and journey on.
