Human decision making, even in business matters, largely takes place not on a rational level but on an emotional one. The art of selling is therefore closely connected with the ability to influence the emotional perception of potential clients. How can you influence a client’s emotions during a business meeting, and which feelings should you evoke?
Using fear and concern
As stated by Forbes, fear is one of the strongest emotions and can motivate a client to act. Evoke, in a measured way, fear of the consequences of the situation in which the client currently finds themselves without your product. However, always work with fear very carefully.
Providing surprising information
People generally like surprises. Moreover, surprising information is remembered far better than anything else and helps you capture attention. Surprise can be created in several ways, whether through the content of your message, for example unexpected conclusions from commonly known data, or through the form, that is the way the message is delivered.
Creating a sense of frustration
Frustration is another strong emotion that leads a potential client to subconsciously seek a way out of a frustrating situation. If you can create a sense of frustration and then offer a solution to eliminate it, you significantly increase your chances of closing the deal successfully.
Building trust
Empathy and understanding of the client’s situation are ideal ways to build trust in a potential customer. People subconsciously look for someone who understands them, acknowledges them, and whom they can trust. Be that person. Do not judge the client, understand their different perception of reality, try to empathize with them, and show that you understand them.
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