How to Use Emotion to Close Sales

Looking for ways to take your sales game to the next level? While touting your product’s great features may get you to the table, it’s appealing to your client’s underlying emotions that will help close the deal.


In today’s episode of Above the Noise, our Senior Sales Team Leader Luke Johnson runs through three of the most common emotions your prospect may be feeling, while offering suggestions for tapping into each one.

Video Transcription

Are you leveraging your prospects’ emotions in your sales pitch? I’ve got a few tips to help you with that, here today.

Sales is really all about helping your prospects understand how you or your product will benefit them. The belief and emotion that you can convey in how you can help them is what’s going to allow them to give you a shot.

Today, we’re going to run through the top 3 emotions that a customer could be dealing with and, most importantly, a few tips on some of the best practices for how you can help overcome them.

Number One: Fear

We’re going to start with fear—fear of the unknown, most importantly. This one, you can address simply by making them feel comfortable. Show your prospect case studies of customers just like themselves, testimonials of people who’ve had success with you and/or your product. It’s that sense of comfort that gives them the confidence that you can do the same, despite any initial hesitation they may have.

Number Two: Frustration

Now, we’ll move on to frustration. So, when something is crucial to a prospect’s success, and when it’s broken, they fail to reach their goal. Take the time to listen to them. Let the prospect say what isn’t working. They’re going to tell you what their pain point is, and this will work to your benefit in two ways. Most importantly, it lets them know that you are listening, while, at the same time, allowing you and your product to present itself as a viable solution to their particular situation.

Number Three: Desire

We’ll wrap it up with desire. So, every business really needs an advantage in the marketplace to survive and really grow. And successful companies have a competitive drive to be the best. So, focus on and highlight how your product can help a prospect achieve that level of success that they desire. So, if you can convey the value in what your product or yourself can do to get them where they want to be, most importantly, it’s going to cement that emotional connection you have and allow them to give you a shot to prove it.

The takeaway

So, just to kind of wrap this up, those are my top three emotions your prospects will be feeling and a few tips to help you overcome them. It’s important to realize the vast majority of prospects buy based on emotion, not logic. They buy because it feels right. Logic is just simply used to justify that decision. The better you can connect with your prospects, the more success you’ll have.

If you liked what you heard here today, please subscribe to us on YouTube, check us out on Facebook, but, most importantly, take action on this today.

Written by Kevin McElvaney

Zealous wordie and reluctant writer of short bios.