“When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”

– Dale Carnegie

When it comes to sales, human connections are extremely important. From nurturing a prospect to developing a relationship that carries you through the close, connecting is a must. However, in order to connect, a salesperson must display a certain level of emotion. In fact, parlaying emotion into sales can help you close more deals and retain more business.

Key Points

• Emotion greatly impacts a sale
• An emotional close will separate you from others
• Emotion can be brought out during sales training

Why is Emotion Important in a Sales Call?

For starters, emotion stems from passion. A salesperson has to be passionate about what they’re selling. Without passion, conveying emotion isn’t possible. A prospect is constantly judging a salesperson on their words, tone, and pauses. You can’t force emotion; it has to be authentic. Prospects know right away when a salesperson lacks passion.

Prospects are on the receiving end of a plethora of sales calls. So, why would they move forward with your product or service? Emotion. When you truly believe in what you’re selling and accomplishing for the prospect, it translates over the phone, they’ll be more inclined to purchase from you.

In addition, humans make their decisions based on emotions, not logic. They get convinced on logic, but when it comes time to closing them, an emotional close is much more effective.

Debunking the Emotional Close

The emotional close is just that, emotional. It starts by gaining an understanding of the prospect during the discovery phase. For instance, what issues are they facing? What do they need to garner more success? The discovery phase is crucial if you want to tie in emotion at the close.

Common objections: “I have to think about it,” “I’m driving,” or “I have to talk to my partner,” come up during the phone call. What you’ve learned during the discovery phase will help you overcome these objections. At the end of the call, the emotion comes naturally with the connection that you’ve forged. It will enable you to push through the objections and close the deal.

Emotion and Sales Training

How do you know if a new hire has the ability to be emotional? You don’t, but it’s something that can be taught early on. To build emotion, new hires have to learn the ropes. They have to watch testimonials and they need to know how your product or service can change lives. While you can’t force them to be emotional, you can train them to fully understand how they’re helping prospects and clients.

An effective way to teach this technique is to let sales reps listen to their own phone calls. As our own worst critics, new hires will be more prone to discover what they need to work on by listening to their own pitch. It’s also a good idea to encourage them to bring in a picture of someone they admire. Whether it’s their mother, significant other, or child, seeing their why will push them to work harder.

Action Items

Following the podcast, our goal is to provide you with as many actionable tips as possible. For this episode, they include…

• Take your script and make sure that you have an emotional close.

As always, take action on these tips!