The 4 Emotional States of Buyers

As Michael LeBoeuf reminds us in his classic book, How to Win Customers and Keep Them for Life, customers have 4 basic emotional states:

  1. Glad
  2. Sad
  3. Mad
  4. Scared

People buy when they’re glad, not mad, sad or scared.  So how are you making a customer glad to interact with you?  Are you prompt, positive, solution-focused, cheerful?  Do they look forward to talking with you?

Let me pass on some of the best sales advice I received as a young man:  “People won’t remember exactly what you said, but they will always remember how you made them feel.”

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