Nearly every sale affects a human being, indirectly or directly. When it involves people we are dealing with creatures of emotion. One of the most effective ways to change someone's mind is to connect with them from the heart. The emotional brain responds to an event or sale far quicker than the thinking brain. When it comes to sales emotions play an important role. If you can relate to another human being reasonably well, you can set yourself apart in selling because you have a deeper assessment of your client’s predicament. The ability to walk in your customer’s shoes and to be able to change a buyer’s emotional state can increase your influence and profit potential.

The ability to buy into a buyer’s emotional state can help a salesperson to have genuine communication with clients and create good, solid relationships. Reading the emotional state properly of a customer can make or break a sale. When you can effectively relate to a buyer’s emotions it improves the bond and creates trust. Building this type of trustworthy bond can increase the quality of that business relationships. In the end, it boils down to relationships.

When it comes to sales, emotions win over logic, most of the time.