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Erik,
It's always interesting to see the different sales philosophies. I can't say I agree with this one but it's definately an interesting perspective. I prefer the notion that people present "buy" singals. An agreement to see you (an appointment) is a buy signal. The potential client talking constantly is a buy signal. I think putting too much focus on the emotional state of the client may be a lesson in futility due to the vastly different personlities of the buyers. K.I.S.S. Keep it simple stupid is my goal. I try and show the value of my product, not the feel good aspect. It's purely a matter of dollars and cents in my approach.
I show how we speed up the transaction, saving dollars for the client in prepaids and potential deal loss. (time kills deals)
I show up to date order tracking. (LO is more productive because they know exactly where the deal is). That's a value, not a feel good thing. They are focused on generating business instead of worrying about their deals.
In the end I think it all comes down to value based selling.
I can't totally dismiss the article because it does provide a nice compliment to the salepersons repitoire.(sp)
Nice article.
George
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Turn Prospects Into Customers By Triggering The Core Buying Emotion 
