Emotions are a powerful thing.

Prospects make decisions based on potential ROI, ease of implementation, and likelihood that a product will help them achieve their work goals. But emotion is the undercurrent of these decisions.

Fear (that they will fail), hope (that business pain can be fixed), and frustration (that things aren't great right now) -- these emotions are just as important to a purchasing decision as facts and figures.

Make no mistake -- logic matters in buying decisions. But there are a few conversational tricks you can use to appeal to your prospect’s emotions and their intellect. For example, use short, basic language instead of complicated phrases. “There’s more” is more effective than “additionally,” while “better” trumps “superior,” according to the graphic.

Choosing your words carefully is essential to closing deals. So what are the 10 most emotionally effective words a salesperson can use? Here they are in no particular order.

  • You
  • New
  • Discover
  • Results
  • Proven
  • Save
  • Health
  • Safety
  • Guarantee
  • Love

Check out the infographic below from BLUE for even more tips on powerful words and emotions salespeople should strive to trigger in their prospects.

This post was originally published in September 2015 and has been updated for comprehensiveness and accuracy.

HubSpot Free Sales Training

Originally published May 20, 2016 8:30:00 AM, updated July 28 2017

Topics:

Emotional Selling