Selling is Deeply Emotional

It is always fascinating to observe how people make decisions. On the surface, we often speak of the calm and rational types versus the spontaneous and emotional ones. But that’s just the surface view.

In truth — as confirmed by modern brain research — every conscious decision is linked to deep-seated emotions.

Anyone working in sales knows this instinctively. We may walk into a negotiation thoroughly prepared in terms of facts and strategy, only to find ourselves caught in a firework display of feelings. The buyer across the table — the seemingly dry, rational professional with their spreadsheets and advanced supply-chain software — can turn the entire transaction into an intensely emotional experience.

Well-trained buyers know how to apply subtle psychological tactics to squeeze out the final concession on terms and pricing. They might break your offer into smaller components that “surely can’t cost that much” on their own, or place a stack of competing proposals from other suppliers on the table — right in front of you. It’s an intentional test, and it can easily knock you off balance.

Seen positively, this is a reminder that even the “emotionless” buyer is not as cold as they may appear. They are, in fact, both using and being guided by emotions. Through their behaviour, they are testing not only your resilience, but also their own position.

This is where skilled sales professionals can turn the tide — by recognising and working with those emotions early on. As with any human relationship, it pays to build a long-term connection with procurement professionals. Such a relationship is founded on trust, and trust is built on a combination of competence, reliability, and honesty. Where trust exists, the path opens for true partnerships — doing business on equal footing rather than simply trading products at the lowest possible price.

Sometimes, this even means deliberately not talking about products at all — especially at the beginning of the relationship. In the early phase, and over the years that follow, it is worth cultivating conversations around other meaningful topics: the company itself, production methods, research, market trends, or even personal backgrounds. Buyers want to know who they are dealing with — and whether they can feel good about the relationship. And there it is again: emotion.

Our tip:
In your very first meeting with procurement, the goal is not to sell the product. The goal is to start building the relationship – particularity in B2F.