Three words: Transfer of emotion. Learn this and you’ll close more deals than you ever could have imagined.
The transfer of emotion is the reason why Tony Robbins is so successful. It’s the reason why our favorite actors captivate our attention. And it’s the reason the top sales performers are always the top performers.
That’s it. The secret is out. Learning how to transfer your (positive) emotions to your prospect will inspire them to buy your product or service. You do know that a sale is made on an emotional level, right? People are emotional creatures.
This is a good thing if you’re a capitalist who cares about the exchange of money for goods/services in the free market. It’s a very good thing.
It means you can call someone who’s in a terrible mood, and just five minutes later they’re in the best mood of their life. And from there, it’s just a matter of building rapport and communicating how you can make their life a little better. Or a lot better. This is the closest thing to a superpower. And it’s why sales is the most thrilling career in the world.
So how do you transfer emotion? Let’s get right into it.
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How to Transfer Emotion When Cold Calling
Every word you speak and every action you take is a signal to your buyer. You either signal positivity or negativity. There is no in-between.
Positivity closes deals, while negativity drives would-be buyers to the hills.
FYI: Your prospect will passively look for signals that put them at ease. But, they will ravenously search for the signals that tell them to cut ties and hang up the phone. In other words, don’t give them any reason to hang up, because they will take it. That’s why it pays to be positive.
The transfer of emotions happens in two ways. First, it happens by the things you say. Second, it happens by how you say them.
For example, if your prospect expresses frustration with a slow system in their business, just focus on the improved efficiency that your product or service delivers. Or if they show disdain for the lack of coordination and communication among their team, remind them that your solution fixes that problem (presuming it does).
Take the negative and frame it as a positive. And put emotion behind it. Make them feel it. Which brings us to our second point — you have to speak with confidence and positivity. Of course, this means you actually have to BE positive. There are no shortcuts. Your prospect will sniff you out if you try to fake it.
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How to transfer emotion with your words:
- Smile when you speak. Even if your prospect can’t see you, they can hear you smiling.
- Speak with your hands, like a true Italian
- Use tonality to your advantage
- Listen! Emotion is conveyed in silence. It shows you care.
- Use affirming and empathetic words, like “I understand,” “I hear you,” etc.
Sales Tip: Don’t forget you do have to identify and irritate pain points in order to diagnose a problem. This won’t necessarily feel “positive,” but that’s OK — you’re doing it to help them. And you will soon transfer positive emotion, solve their problem, and put them on the path to success.
The Emotions That Drive Decisions
People make buying decisions based on the following factors:
- Fear – Even top C-level executives struggle with fear. Poor performance over a few quarters, and they might get canned. Fear of failure, fear of the economy, fear of the unknown. They struggle with it all.
- Frustration – When we feel frustrated by something, we will go to great lengths to find a solution. A simmering frustration drives most sales. Offer to eliminate their frustration, at least in one area, and they will likely buy.
- Unfulfilled Desire – When we have a deep desire for something we haven’t attained — be it health, wealth, travel, etc. — we make decisions geared toward fulfilling that desire. Remind your prospect of a better life that awaits them.
- Lack of Security – This is closely related to the first point of fear. If you lack safety or security you will seek it out. It’s why we desire safe homes in safe neighborhoods with safe schools and safe roads. Offer your prospect security and they will buy it.
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Do NOT Transfer These Emotions
Just as easily as you can transfer positive emotions, you can transfer negative emotions. Here are the deal-killers that you must avoid. Get them out of your head, heart, mind, and speech.
- Scarcity
- Paranoia
- Desperation
- Other undesirable emotions
Other Pitfalls to Avoid
Don’t consciously try to transfer emotion to your prospect. In other words, don’t sit there on the phone thinking about how you can change your prospect’s mood. Instead, just be the type of infectious positive personality that others want to be around. This will naturally lead to the transference of emotion.
In a similar vein, you have to avoid being inauthentic. Again, faking it is not making it in this case. You have to work to develop a positive outlook on life, and match your speech to your emotions. Tough task? Not really. Surround yourself with positive people, put down your devices and read the right books, get exercise, and just like that you’re 75% of the way there. To get the remaining 25%, read my article on how to cultivate a winning mindset for sales and life.
Final Words
Remember, this all happens at the subconscious, emotional level. And don’t think you have to build rapport or trust before you transfer emotion. You can begin transferring emotion from the first 30 seconds of the call. Even the first 5 seconds!
Speak with authority, conviction, and passion. You’ve heard it said before — when you’re sold on your product, your prospect will also be sold on it. This is the emotion that you must transfer.
So enough talk. It’s time to get out there and win your prospects over with positive emotion. You’ve got this.
Until next time…
Johnny-Lee Reinoso