Emotional Selling: The Art of Connecting with Customer Feelings

In today’s highly competitive business landscape, traditional sales approaches that focus solely on product features, pricing models, and logical benefits often fall short.

The fundamental problem is that these approaches neglect what truly drives purchasing decisions: emotions.

Research has proven that we buy based 100 percent on emotion, with Harvard Business School professor Gerald Zaltman noting that an astonishing 95 percent of all purchasing decisions take place unconsciously.

Cold, hard facts about your products simply won’t always persuade customers to open their wallets.

This disconnect between how businesses sell and how people actually buy creates a critical gap in sales effectiveness that emotional selling techniques aim to bridge.