What is emotional selling? Emotional selling is a sales management strategy that motivates customers to purchase a product or service based on how that product or service makes them feel. This requires the seller to make a genuine connection with the customer in order to uncover their feelings, needs, and wants. 1. Explain the Risk of Not Buying (Fear) Is being emotional in your purchases a bad thing? It seems as if being emotional in your purchases is somehow a negative thing. It’s not, really. According to the TED talk by neuroscientist Antonio Damasio, our minds are guided by our emotions. According to his research, those who cannot experience emotions as a result of unique medical conditions find it difficult to make decisions. How do you encourage emotional purchases? Altruism can refer to the general feeling of helping those in need but may also speak to how the purchase benefits the decision-maker’s colleagues, employees, friends, or loved ones. Making customers feel like they are doing something for the greater good by purchasing your product or service is another way to encourage an emotional purchase. What drives emotional purchases? Emotional purchases, on the other hand, are driven by personal desires, social and cultural influences, branding and marketing strategies, and psychological triggers. Did you know that 95% of purchases have an emotional component?