Emotions in Sales: How They Help You Sell
Why use emotions in sales?
If the words emotions in sales make you raise an eyebrow, let me explain - it is not a mistake. Neuroscientist António Damásio conducted a study involving people with damage to the brain areas that generate emotions. The results turned out to be remarkably interesting: Damásio discovered that the participants could not make even the simplest decisions, although they had no problem logically justifying the pros and cons of each option. He thus confirmed the key role of emotions in decision-making.
The example above is the perfect answer to the question. Making a purchase decision (or any other) without reference to emotions is impossible. That is because emotional processes let us prioritize the elements of our daily life, making it easier to navigate. So if your proposal does not stir any emotions in the client, it is very likely they will not be interested in it.
Emotions are also the greatest motivators for making decisions. To increase your effectiveness at the proposal stage, refer more often to the negative ones, e.g. fear. Why? Negative emotions affect clients in the sales process more strongly than positive ones.
Which emotions can you use in a proposal?
Fear. One of the strongest emotions we feel in life and, at the same time, a factor that strongly affects clients. You can appeal to it by showing the client what they may lose if they do not decide. People are far more inclined to react when they risk losing something than when they can gain something. Present a case study of a similar client who succeeded after starting to work with you - it will show them vividly how much they may lose, now or in the future, if they reject your proposal.
Greed. The desire to possess does not have to concern only material means - it can also refer to the pursuit of high status, recognition and outrunning the competition on as many levels as possible. How do you use such client motivations in a proposal? An effective argument is the recognition they may gain in their boss's eyes, greater authority among colleagues or faster career growth thanks to choosing your solution. You can also present the financial gains that cooperation with you will bring, backed with data for credibility.
The need for security. Running a business, you want to feel safe. You need the sense of having everything under control, of protection and of certainty that support will come if problems appear. For that, you turn to trustworthy people. You can prove your support in a proposal in several ways. Above all, share your knowledge and experience - include references from existing clients. Describe how you helped your clients out of difficult situations and what results they achieved. Show off completed trainings and certificates - emphasize your will to keep improving your services. Demonstrate readiness for comprehensive customer care.
Excitement. Although conveying excitement in writing within a proposal may be a bit tricky, it should be no problem in direct contact with the client. What is necessary, though, is a sincere fascination with the product or service you sell and faith in what you are selling. Seeing your genuine conviction, the client will engage in the sales process faster and more effectively. All thanks to your contagious enthusiasm.
Pleasure. B2B sales is not exactly about selling pleasure, but contrary to appearances, the two can have a lot in common. How can you use pleasure to sell better? Describe in the proposal what benefits your solution will bring the client, how much good it can do for them. Prove that with it they will be able to achieve their dream results in the future. Also make sure that using your product or service is pleasant - even genuinely fun.
Hope. The client is not happy with their current business situation. How can your proposal be their hope for a change for the better? Start by asking the client in detail what is wrong, what does not work, what may be causing it and what solutions they have already tried. Your interest will encourage an honest conversation, which in turn will let you propose solutions perfectly matched to the client's situation and needs. This way the client will believe that working with you can bring them benefits.
Remember to choose the right emotions based both on your brand as a whole, the values you hold and the goals you pursue, and on the specifics of the client.
Robert Cialdini's principles of influence
The classic complement to this topic are Robert Cialdini's six principles of influence: reciprocity, commitment and consistency, social proof, liking, authority and scarcity. Each of them is an emotional lever - and each has very practical sales applications, from free trials through client references to limited offers. We cover all six, with concrete ways to use them in conversations and proposals, in our post on influence techniques in sales.
To win and keep a client, a brilliant product at a bargain price is no longer everything. Market saturation means clients expect something more, something beyond the standard. They want top-level service, special treatment and an exceptional relationship. And that is exactly what you can build by using emotions. Relying on them from the moment you prepare and present your sales proposal increases the chance of reaching the client better, motivating them to decide faster and, ultimately, succeeding in sales.