I do a lot of public speaking. And just this week I heard a number of small business owners in the audience commented on how hard business is right now, what with the economy and all…And how so few people are buying whatever it is they are selling.

Now, on the one hand, you can absolutely work to market your product or service as something they really do need to solve a problem or achieve a goal. That’ll help sales. Because when money is tight people have to justify every cent they spend.

On the other hand, you can narrow your focus to those who are still buying. And someone always is, even when most people aren’t. You just have to find them and speak to them in a way that resonates with where they are at right now.

Or, on the third hand (3 hands, I know…I’m a bit odd that way. Alien baby and all that…), you could find ways to get people to fall in love with whatever you’re selling.

If you can arouse that deep down desire—that “I gotta have that” feeling—you don’t have to do any selling at all. Because once we fall in love with something (or someone), we can rationalize and justify just about any choice or behavior if it helps us get the object of our desire.

Case in point. I’ve been thinking about buying a new mountain bike. My bike is fine, but I bought it back when I first started riding and didn’t really know what I wanted or needed. It was a good deal on a great bike so I went for it.

Fast forward to 4.5 years later and I’m a much better rider. Now I’ve realized that it’s not the best bike for me and my riding style. So I’ve been saving up to buy a new one.

Then, a couple weekends ago, I went to Whistler for a weekend mountain biking camp (Big fun. I highly recommend it!). And I got to demo a bike for free as part of the camp.

This was both good, and bad. Because I fell head over heels in love with the bike. It fit perfectly. The weight was just right. It jumped solidly and climbed like a demon. And I rode like a Goddess on it!

Little did I know it’s because it’s an amazing, hand-built bike with all the best components—and about twice as expensive as what I’d been budgeting for.

So when I got home I started trying to find ways to get my hands on one without paying full retail. It being the end of the season, I thought maybe I could find a deal. Or buy one used off eBay.

Turns out the bike is sold out everywhere. And the manufacturer isn’t making any more because they have a new model coming out next year.

Now the bike was playing hard to get. My passion intensified.

Although I looked at other bikes, trying to find one with similar qualities, nothing else seemed near as perfect for me.

Then, the lovely ladies from my biking camp emailed me that their demo bikes were available for sale. Needless to say I responded right away.

They sent me the details, and the price tag made me spew my tea across my desk. But it didn’t stop me.

I started figuring out ways to afford it, and justifying the price (It was in Canadian dollars, and the US dollar is worth more right now, so that’s a savings. They threw in an extra set of tires. More savings. Etc. Etc.)

I was pretty sure I was going to buy it when the clincher arrived in my Inbox…

“Normally we don’t let the demos go until after our last camp in mid-September, but no one has this one reserved and my folks are coming down your way this Friday. So if you want they could bring it with them…”

Done. Sold.

The fact that I wouldn’t have to pay shipping AND I could have the bike in two days pushed me over the edge.

So I agreed to spend almost twice what I’d originally intended. And you know what? I’m thrilled! Ecstatic even!! Plus I’m feeling rather smug that I managed to find a bike that is no longer available anywhere (stores, reps, the manufacturer—all sold out).

I can’t wait to pick it up today and simply stare at it and run my hands along its beautiful, charcoal and white top tube. Not to mention show it off to all my friends like a hot date. And of course ride it this weekend.

This is the power of emotion. Love triumphs over all.

No matter what you’re selling, or what the economy is doing, if someone falls in love with your product or service they’ll find the money to buy it. And they’ll do so quite happily because they’ve convinced themselves life won’t be as good without it.

So how do you make love happen?

Well, you’ve got to give people a way to test the wares. In my case, it was demoing the bike that did the trick. If I’d simply seen the bike, and its price tag, I would’ve walked the other way. But I rode it all day and that was all it took.

That’s why you get to test drive new cars too.

How can people get a taste of what you do?

Offer a test drive via a book….A free report…A free ticket to a presentation…A one-night stay if you come to look at a property…A weekend in the house someone is thinking about buying.

If you sell paintings, you could offer to bring a couple over to their home to see how they’d fit.

Seed the market by giving a few out as gifts to well-connected people. If they love it they’ll tell two friends, and ideally let them check it out.

Even if you can’t actually let someone try your products or services, you can certainly use your sales copy to help them imagine how good life would be once they have what you sell.

Imagine the ease…Or how nice it will be without X problem holding you back…Or how impressed your friends will be…Or how much happier their kids will be…Or how much less pain you’ll be in.

Whatever you sell, you want people to see themselves already owning it and how wonderful that would be. Once they picture themselves in the driver’s seat, if it’s a good fit for their wants, needs, desires or problems, love may start to bloom.

Have you ever fallen in love with something that was out of your budget but you found a way to buy it anyway?

Do you have a great way for people to test drive what you sell?

If so, I’d love to hear all about it, so please leave a comment below…

Technorati Tags: small business, Marketing, sales, emotion, selling