Introduction

When it comes to making purchasing decisions, the psychology of buying is deeply intertwined with our emotions. Research has shown that the limbic system is the part of our brain responsible for emotions. It is more connected to the cortex, the logical part, than the other way around. This suggests that our emotions play a primary role in decision-making, with logic next closely behind.

In sales, the key to success lies in building and releasing emotional tension. Buyers experience a range of emotions throughout the sales process. As a salesperson, your ability to manage these emotions can significantly impact the outcome. The goal is to create a need. Then fulfill it by guiding the buyer through a cycle of tension and release.

The Two Types of Tension in Sales

There are two main types of tension that buyers experience: bad tension and good tension. Bad tension often arises from dissatisfaction or uncertainty. This occurs when a buyer has had a poor service experience or is unsure about a product. Good tension, on the other hand, is linked to anticipation and excitement. This type of tension is driven by an unmet need. The buyer is eager to satisfy this need, even if they are not consciously aware of it.