In sales, people buy based on emotion first, logic second. Neuroscience shows that emotions significantly influence decision-making. While customers may justify purchases logically, feelings like excitement and connection drive initial choices.
Connecting emotionally is key. Here’s how to do it at each career stage:
Novice Salespeople: Create a Positive Emotional Experience
At this level, focus on creating warmth and excitement, not technical details.
What to Say: “You’re going to love how easy this is to use. Imagine how great it’ll feel once everything’s up and running!”
Dialogue Tip: When concerns arise, guide them back to positive feelings: “Picture how much time you’ll save every day with this.”
Intermediate Salespeople: Blend Emotion with Logic
Blend emotional appeal with logical support.
What to Say: “This is designed to take the stress out of [pain point]. And 80% of users see results within two weeks.”
Dialogue Tip: Acknowledge feelings, then add evidence: “Once customers see the results, they say it’s the best decision they made.”
Expert Salespeople: Connect Deeply and Align Emotion with Logic
Experts align emotions with practical solutions, tuning into customer needs precisely.
What to Say: “It’s about more than a product, it’s about solving what’s been holding you back. Let’s make this decision feel right emotionally and logically.”
Dialogue Tip: Mirror the customer’s emotions, bridging to logical solutions: “Think about how empowered you’ll feel when this starts working the way you want.”
Why Emotions Matter
Emotional engagement ignites customer interest. While logic justifies decisions, emotions drive the choice.
How to Use Emotions in Sales:
Appeal to Positivity: Show how the product improves life.
Tell Stories: Share relatable experiences.
Balance Emotion with Logic: Use facts to support emotional connections.
Remember, people buy based on how they feel, then reinforce it with what they think.