Emotional Contagion

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.


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