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