Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.


If you ask yourself, “What makes me want to buy?” or “What emotion triggers my mind to approve taking out my credit card and making a purchase? The answer is, “An emotional one.”

People will say, “I love this house. I wonder if we can afford it?” Or they say, “I love this car. Can I afford to make the payments?” The desire to gain, especially on a material level, is what drives the world’s economy. A house, a boat, a car, a bicycle, a flat screen TV – are all purchases based on emotion. If you don’t like something, no mater how cheap it is, you’re not going to buy it. And if you love something, you will do everything in your power to find a way to afford it, even if you have to wait ten years.

Think about your last emotional purchase, and think about how the decision was made. Then think about how your customers might decide on your product or service – and start your sales process with emotion. With emotional engagement, it’s likely you will get your price and vice versa.

Once you identify your own emotional actions, you can better determine, even predict, your customer’s actual buying motives.