How to Sell on Emotion ❤️
Why do people really buy? It’s not just about price or product features — it’s about emotion. 🥺
Whether your prospect realises it or not, buying decisions are often driven by emotional triggers, not pure logic. The facts? They help justify the purchase afterward.
When you understand the emotional drivers behind a sale, you can connect with your audience on a deeper level and close more deals.
💡 People Buy to Solve Emotional Pain
At the core of every buying decision is a problem triggering an emotional response.
✅ Falling revenue? That sparks stress and urgency.
✅ A disorganised team? That creates frustration and the need for control.
✅ Aging company vehicles? That leads to irritation and a desire for reliability.
It’s not just about fixing the problem — it’s about solving the emotion behind it.
🕳️ “People Don’t Buy Drills — They Buy Holes.”
Remember the famous quote by Percy Whiting? “People don’t buy drills; they buy holes.”
A customer walking into a hardware store doesn’t want a drill — they want the result the drill provides. But why do they need a hole?
👉 To hang a family photo that makes them feel proud.
👉 To display a certificate of achievement on their wall.
Suddenly, they’re not just buying a drill. They’re buying pride, nostalgia, and accomplishment.
🔑 Real-World Examples of Emotional Buying in Action
Consider these common sales situations where emotion drives decisions:
🚗 Car Buyers aren’t just purchasing a vehicle — they’re buying status, freedom, or excitement.
🏡 Home Buyers aren’t just acquiring property — they’re investing in security, comfort, and privacy.
📊 Digital Advertising Clients aren’t just buying ad space — they want business growth and recognition.
📚 eLearning Platform Subscribers aren’t just signing up for courses — they’re pursuing personal growth, career success, and self-improvement.
💥 How to Sell on Emotion Effectively
To tap into emotional selling, you need to dig deeper into why someone needs your product or service.
Here’s how:
✅ Identify the Emotional Trigger: What problem are they trying to solve? Stress, fear, pride?
✅ Connect Emotion to the Solution: Don’t just sell the product — sell how it feels to solve the issue.
✅ Tailor Your Messaging: Focus on the outcome, not just the features.
For example:
🏎️ Sell the car that makes them the envy of their peers.
🔐 Offer the house that provides ultimate privacy from nosy neighbours.
📈 Highlight how your ads can increase sales by 20% and fuel business growth.
🧠 Promote eLearning courses that give them confidence and a career advantage.
🎯 The Key Takeaway?
People don’t buy products — they buy feelings.
Next time you’re selling, take the time to understand the emotions driving the decision. When you can link your solution to those emotions, you’re not just closing a sale — you’re creating a lasting connection.
It’s not about selling the pen... ✍️
It’s about solving the emotional reason behind needing it.
📈 Want to Master Emotion-Driven Selling?
Join the Honest Sales Academy for:
✅ Proven techniques for sales conversations that connect.
✅ Practical tools to uncover your prospect’s emotional drivers.
✅ Live coaching sessions to refine your pitch.