Understand Your Buyer > How People Work > Emotional Contagion
What is it?
Emotional Contagion is all about the fact that our own emotions and the emotions of others can influence each other.
Why does it work?
Emotional Contagion is important in selling, specifically when considering confidence, certainty and expertise. Your potential buyers can sense if you are confident when speaking with you. They can sense if you think your offering is too expensive, or if you don’t believe in what you are selling.
We know this to be true because we’ve all experienced a situation where buying something seemed ok, but didn’t “feel right”. THAT is emotional contagion – you are picking up on non verbal markers and the seller’s energy.
How can you use it?
If you don’t believe in what you are selling, if you think you are expensive or if you have any areas of uncertainty around your offering, you need to address them. Your potential buyers can pick up on the slightest of things when it comes to confidence in a selling situation.
Hypothetical Example:
A real estate agent is showing a property to a couple. While the house is objectively good, the agent seems hesitant and unsure, saying things like:
“It’s a nice place, but… well, I’m not sure if it’s worth the asking price.”
Even though the buyers initially liked the property, they start feeling doubtful and uneasy, picking up on the agent’s uncertainty. The deal falls through-not because of the house, but because the agent’s lack of confidence “contaminated” the buyers’ feelings.
Later, the agent changes their approach, saying:
“This property is a solid investment. It’s in a growing area, and the owners have priced it competitively.”
With this confidence and positive energy, buyers feel reassured and far more likely to proceed.
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