How To Sell Show

HTSS204 - How to use emotions in sales to close deals - Scott Sylvan Bell

January 12, 2022

How to use emotions in sales to close deals

You can use emotions in sales to close deals. Please make sure to do this right or you will be seen as manipulative. If you are not careful you can induce reactance and skepticism in your presentations. When you reach reactance or skepticism in your sales process you can close the deal but it will probably take hard closing or heavy discounting to close. When you use emotions incorrectly or push too hard enough you can trigger contempt and that will lead to no sale. 

Should salespeople use emotions in sales?

You should absolutely use emotions in sales to close deals. If you are not using emotions in sales to close deals it, you are leaving money on the table. There are times where you must pay attention to how you ask questions and interact with your buyers. Some ground rules for using emotions in sales:

  • Your vocabulary has to match your style
  • Vocal pitch and tone matter
  • You can mirror your buyer
  • Questions and stories rule – tell the story and insert the word or the word track
  • People buy with emotions and justify with logic

Where salespeople struggle using emotions in sales 

You do have to know something about using emotions in sales. You use emotion in sales with the buyers you meet with but you hold fast about your beliefs and conversations. You don't allow the conversations to move you too far emotionally. If you get too emotionally wrapped up it creates problems later on down the road. You being too emotional takes you out of control. You need certainty, they need emotions. In sales, your buyer is looking to you for leadership.

How to make your competition in sales work harder 

You should make it harder for your competition to sell against you. How you present ask questions and interact should make the “competition” job hard implicitly and explicitly. There are a few ways to make that happen:

  • Show they are not prepared
  • My presentation is more thought out as theirs and it leads to an outcome of saying yes.
  • That they only have a minimal offering 
  • Their solutions are sub par and irrelevant
  • Paint the picture of their limitations when true
  • I want the competition to feel like the guy on infomercials that can do anything right

Emotional word tracks to use in sales 

You can use emotional words to your advantage. These words can be found in any thesaurus you can get your hands on. You will want to add these types of words in your presentation. The key is for you to use emotional words in your sales presentation before your buyer does. Here are some words and word tracks that you can use in your presentation:

  • You – the favorite word of everyone: you, your, yours (name)
  • Happy words: you use these words to explain the outcome your buyer will face. As a side note please be truthful about what you say and do: Animated, Delighted, Eager, Energized, Enthused, Excited, Excited, Happy, Jovial, Love, Motivated, Opportunistic, Opportunity, Pleased, Thrilled.
  • Positive execution word tracks:
    • At the end of the day
    • Here is the outcome you can expect
    • Here is what to expect
    • Success looks like
    • You will find
    • Your final result
    • Your needs will be met
  • Negative execution emotional words:

Abuse, Awkward, Bumbling, clumsy, here is what to look for, inconsistent, inept, malpractice, Neglect, poor execution, Unimpressed.

  • Frustration - I don’t want you to choose the wrong option and be frustrated – Aggravation, Agitated, Anger, Annoy, Annoyance, boring, consequences, content Disappointment, Dissatisfied, Disturbance, disqualified, enrage, Hindrance, Provoke – you use these words to talk about their problem and the competition.


  • Danger words –AKA bad boy words, banned, Beware, Cautious, Clandestine, controversial, covert, Exclusive, Hidden, out of bounds, private, secret, Sense of danger, unpublished, Veiled, warning, Stealthy, Underground & Silent.

Using negative emotional words in your sales process 

You can use these words to talk about your product and or service without the negative attachment. You use these words to explain the negative consequences of using the competition's products or services. – build doubt

How to use Primacy and recency in sales

You can use the power of psychology with your buyers. There will be times where you want to engage with the people you meet within a way that can trigger emotions. Sometimes this is the feeling of missing out (FOMO) and sometimes this is just convrsational. 

  • Miss out – You will regret missing out vs I don’t want you to miss out (words that can Convery this are) Get in while you can, Last chance, Last ones, Last time ever, members-only, Only time ever, limited quantities, Prices will be raised, This offer is going away, Time will expire, your secret special.
  • Imagine – The imagine words paint pictures in the mind of the buyer. You can use all of the senses to make this happen. Visual – here is what you see, feel – here is the feelings of buying, hear – this is what you will hear, smell – the scent of the product or service, digital – this is the analog feelings (facts for some people are emotionally charged – not the whole population)

When to use emotions in sales with buyers 

At the beginning of a conversation, most of your buyers will need to be enticed to talk about their emotions and or feelings. You do have to set the pace with this and use your emotional words first as well as questions.

Use silence to your advantage. It takes  03 – 06 seconds for most questions to be answered. The magic happens at 15 – 20 seconds. 

Invite people to share more with you. Not every question can be an emotional-based one. You will trigger manipulation feelings with the buyer. Once again be aware that you have to control your feelings as you may include your buyer's emotions. Remember, even angry people will buy

Podbean App

Play this podcast on Podbean App