How Our Brains Choose Who to Trust: The Science of Emotion in Sales

We all feel a variety of emotions on a daily basis, from pleasure to boredom, whether or not we believe ourselves to be highly emotional. The physical environment and surroundings we are in determine the difference we experience.

While it may seem on some days as though you are experiencing a rollercoaster of emotions, or more likely that those around you are experiencing one while you are contentedly enjoying an ice cream on a park bench, one study contends that in reality, we really only possess the capacity for four « basic » emotions: happiness, sadness, fear/surprise, and anger/disgust.

A well-known categorization system for common emotional reactions was developed by psychologist and retired professor Robert Plutchik from the Albert Einstein College of Medicine. His well-known « wheel of emotions » demonstrates just a few of the well-known emotional tiers people go through.

Since years, the top salespeople have been using this knowledge to improve customer relationships and eventually increase sales. What method do they use? They make use of unique personality traits, behaviors, and marketing strategies that elicit emotional responses in clients and encourage trust and action.

Let’s examine a few of these emotional strategies and the results they aim to achieve:

Personal Magnetism and Happiness

Persons are drawn to persons with charisma because it makes them likeable, sparkling, and charismatic. It encourages individuals to want to be around you and inspires confidence in those you interact with. People with charismatic personalities can motivate others to take action and make others happy. The finest salespeople are aware of and enthusiastic about their capacity for inspiration.

Similar to the studies that indicate that joy is a powerful motivator for social media sharing, joy may easily be turned into a motivator of sales. To put it simply, happiness motivates behavior. People are more inclined to recommend you and get you on board as a supplier or partner if they are enthusiastic about the prospects of success that you may bring them or their business.

Neurochemicals, Sadness, and Empathy

Despite the fact that pleasure and melancholy are often perceived as opposites, they really share more things in common than we would realize. In fact, pleasure activates many of the same brain areas in the same way that melancholy does.

Paul Zak, a well-known economist and forerunner in the study of neuroeconomics, has out a number of studies that illustrated the impact sorrow may have on people’s behavior. Participants in Zak’s studies were instructed to view a brief, depressing narrative of a father and son. People who had the highest levels of the brain chemical oxytocin were more willing to contribute money to persons they couldn’t see after the narrative was ended.

Zak concluded:

“Our results show why puppies and babies are in toilet paper commercials. This research suggests that advertisers use images that cause our brains to release oxytocin to build trust in a product or brand, and hence increase sales.”

Salespeople must have customer empathy, or an understanding of their needs and goals, in order to take use of this information. It’s essential to take into account the various emotions and the tales that affect them. More than anything else, it’s critical to comprehend how to emotionally engage with prospects and clients in both online and offline interactions. Salespeople who have empathy may see a scenario from the customer’s point of view. Most importantly, empathy fosters trust, which is the basis for long-term commercial partnerships.

Relations Between People

Emotions make it possible for individuals to relate to one another and form friendships based on common interests, values, and experiences. Customers’ perceptions of you and your brand will improve as a result of developing interpersonal relationships with them. You can design a sales plan that appeals to your clients and forges a lasting relationship when you have a thorough awareness of their requirements and wants, what makes them happy and unhappy, and what emotions motivate their purchasing decisions.

So what does this all mean?

The human brain thinks last and feels first. To create trust, strengthen connections, and increase sales, salespeople must create an emotional connection with their potential customers and leads.

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About the Author: Paul

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