On the first day of this project, each man had been asked what he was building. Clearly, this third man took pride in his sense of accomplishment and his contribution to history. He had the psychological and emotional rush. In addition, he understood that he was far more than just a builder, and he realized that his job was far more important than to just build. His expression of this made other people feel the same way.
Customers buy over the telephone based on emotion.
Telephone selling is an emotional industry, and customers react positively when they are emotionally motivated to do so. Because they are emotionally motivated to make the purchase. Because it feels like the right thing to do. Selling emotions means the TSR sells feelings, word pictures, dynamic images, creativity, euphoria. It means the customer sees what the TSR is selling.