Leveraging Customers’ Emotions to Drive Sales

Business exists not just to make profits, but to provide the needs of the customers in the best possible way and at the same time benefit in the process. They provide these needs in form of products or services. In order words, businesses exist to find or discover peoples’ needs or problems in order to provide solutions to them. People buy these products and services in order to solve their problems, while businesses get rewarded through their patronages.

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Sales is like a lifeline driving any business. No matter how excellent your products are, without sales, you will soon be out of business. That is why smart businesses take sales seriously. There are so many principles, strategies or tactics in driving sales, however, I will be looking at how to leverage customers emotions to drive sales.

Generally, selling involves appealing to customers or prospects to take a decision. The decision could be to make a purchase, to change their opinion on an issue, or even to vote for a particular political candidate in an election. Evidences suggest that people are appealed on a deeper level by emotions than common sense.

Emotional appeal is considered as a persuasion technique used to create an emotional response. Politicians use it to attract votes by playing on the fears, insecurities or fears of the voters. Fashion outfits create insecurities of body images to entice buyers. Sales people who closes more sales are masters in this art.

When people are presented with a lot of options, decision making become even more difficult. There are numerous digital platforms providing myriads of options to users. The power is in their hands, but they are even more distracted. Your job as a digital marketer is to make it easier for them to discover you, evaluate your products and services and subsequently buy from you, leveraging customers emotions to drive sales. I will be looking at fear, trust and anger.


Everyone has fears. Naturally, the emotion of fear is a defense mechanism that occurs whenever danger is imminent. Fear creeps in when the present situation is threatening, uncertain or uncomfortable. If you are working in an organization and there is news that some people will be laid off, fears begins to set in.

As a result, you might start searching for another job, while waiting to know whether you will be laid off or not. You might also decide to reduce your spending in order to sustain yourself for a longer period of time, if eventually you become jobless.

Some sales people project fear unto their prospects to get them to take action fast. They understood that human nature abhors fears. Most people will naturally incline to avoid dangers that will bring about fears. Though not ethical, but the fastest way to get people to take a decision is by playing on their fears.


Have you ever encountered someone, perhaps a stranger, and in all your dealings with that person, you find yourself at peace and without worries? You have unusual confidence that the person cannot cheat or hurt you. In a summary, you find the person to be trustworthy. You feel trust being around the person.

Normally, trust is hard to build, but once established, persuasion becomes a lot easier.  Remember that it is far easier to destroy trust than to build trust. When people trust you, they see you as a companion or a friend. They will feel relaxed and comfortable with you. most importantly, they will always be in agreement with you, consequently, it becomes easier for you to get them to take action or buy your products and services.


There are many reasons why someone may be angry. Some of the reasons include disappointments, frustrations, jealousy, guilt, shame, hurt and so on. Anger is a very powerful emotion which can make people do irrational or stupid things, ordinarily, they wouldn’t do.

One of the predominant impulse of anger is revenge. When people are angry they may want to subject whoever contributed to their anger to the same pain they are passing through. For example, you may be angry because your friend led you into making a bad investment as a result, you would want to also deceive them one way or the other, especially on issues that is dear to them to cause them pains. If people promised to assist you and ends up disappointing, you, out of anger, you may decide to disappoint them when they expect something from you in future.

Some people make certain decisions like buying a new house, car, clothes, etc, just to shame those that hurt them in the past. You may want to vote for a particular political candidate just to ensure that the other contender fails.

In sales, you can take advantage of peoples anger to make them take decisions. At this point, they are not interested in the benefits of the products or services you are offering them. They are interested in revenge. When people are angry, their sense of reasoning is diminished and you can leverage on the customers emotion to make sales.

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