What factor do you think is most important when your prospects make decisions—emotions or facts?

Well, the research is clear. When all considerations are similar, not equal but similar, emotions win out as the most important criteria for making a decision.

This may be a surprise as many people insist that they make decisions based on facts. Yet the reality is that this factor leading the way is subconscious for most people. Think about this: Even the most analytical people will make an emotional decision and then justify it with facts.

What Are Your Prospects Saying?

Still not convinced? Think about what your own prospects have said to you. Have you heard these types of statements from prospects? Or clients after they started working with you?

  • “We trust you.”
  • “We like you.”
  • “We like what you’re proposing.”
  • “We think that you and your team are going to be the best fit to work with us.”

These statements are emotional, not fact-based.

So why is this important? Because the emotional impact is prevalent throughout the entire sales process, and especially so when prospects want to “think about it” and make the decision after the conversation.

The Height of the Emotion

When you’re in the sales conversation, you’re guiding an information exchange with that person or couple and have the benefit of connecting with them using your tone, body language, physical proximity, or even your visual proximity if you’re virtual. You’re best able to connect with them and tap into their emotions and the emotional impact of their situation. They can feel the benefits of you having a solution or service to help them. And their emotional connection to you and to that solution are at an all-time high.

The Emotional Trough

Now imagine that during this conversation, with this emotional connection in place, they don’t decide. Instead, they want time to “think it over” and the days, weeks, and months pass. And during that time the impact of the emotional connection you had with them steadily lessens. Now they’re not going to see as much value in the service or…in you.

That’s why you may find that your repeated emails, voicemails, or texts “checking in,” to ask if they’ve made a decision or if they have any questions go unanswered. In fact, if you keep pushing for that decision, it’s likely going to start feeling aggressive or one-sided.

How to Reignite the Emotional Spark in Your Sales Conversations

What can you do then to heighten the positive emotion? If it’s been several weeks or a month, etc., since you spoke, it’s time to start reengaging and reconnecting the prospect to the emotion they once had. How? By getting them back into a conversation.

Some people push back on this advice because “Oh, that takes too much time.” But how much time does it take to keep following up with people who are disengaged from you and maybe from their own situation, people who aren’t reaping the benefit and value of working with you?

So instead, reach out with a message such as, “You know what? Time passes by, and things change, so let’s have another conversation where you can share your updates with me, ask questions, and identify what makes sense for you.”

Prevention Is the Best Medicine

Ideally you won’t reach this point of struggling to reengage them with their emotions after the fact in the first place. And you have more control over that than you might think. To prevent this delayed-decision situation, confidently ask for a specific decision or commitment at the end of your conversation.

If they say they aren’t ready yet, you don’t need to go in with the hard sale. Instead, try something like this, “You know what, that’s understandable. And while you’re reviewing the details to make the decision, it’s going to be hard to remember all the specifics of everything we discussed today and why it’s important. So, let’s make sure you have what you need during that time. What would be helpful for you to have in front of you as you’re making that decision?

You might find that a document, short video, or some other resource the prospect can refer to will be helpful. What’s important is to be there for them in the way they need, during and especially after, the conversation.

Be Ready to be Surprised

The interesting thing about all this is that often when you ask prospects what they’ll need to make a decision, they’ll respond with something like, “You know, I guess as I think about this, we are ready, but we try not to make a decision on the spot and feel that it’s hasty.”

Or they may say something like, “We just don’t want to make that decision right now, and so give us 48 hours or 72 hours.” They’ll start giving you a shorter time frame and showing you that there’s more confidence there.

Overall, don’t underestimate the impact of the emotional connection that those prospects have with you.

When you connect those emotions to more positive emotions of working together, their decision will be easier, more confident, and quicker.


Financial Advisor sales training doesn’t have to be uncomfortable. Genuine Sales teaches the fundamentals for success without pushy tactics or high pressure pitches.