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The 4 Emotional States of Buyers

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

Glad
Sad
Mad
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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Written by Trevor Throness

Trevor is a veteran coach, keynote speaker, and the author of the book “The Power of People Skills” released by Career Press NY in 2017. He’s also written for or been featured in places like Forbes, Inc, The NY Post, The Globe and Mail, Entrepreneur, CEO Magazine, and numerous podcasts and interviews.

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