People often say that buying decisions are driven by emotions rather than logic—and you’ve probably felt this yourself. Maybe you needed a service for your business, and everything made sense on paper, but something just didn’t feel right.
Or perhaps you booked a hotel on vacation for twice the price of another similar one nearby, simply because it felt like the better choice. Emotions play a huge role in decision-making, and understanding this can help your sales team connect with customers more effectively.
Making a prospect feel emotionally drawn to your product or service is key to successful sales. But achieving this isn’t just about knowing people make emotional decisions—it requires a deep understanding of human psychology and behavior.
To learn more, Glenn spoke with Nitesh Jha of M.A.S.S, an expert in sales training. Nitesh has developed techniques that help salespeople connect with customers emotionally—not by pushing them to buy, but by guiding them to persuade themselves.
Over the years, he has carefully refined his approach, focusing on the right words and responses to create a natural and effective sales process.
The Prospect Should Take the Lead in Conversation
While having the right words is important, Nitesh Jha of M.A.S.S believes that a salesperson shouldn’t be doing most of the talking. ‘When I started my first sales job in college, I was also studying Behavioral Science,’ Nitesh shared.
‘I quickly realised that the old sales methods—asking a few logical questions and then pitching—went against everything I was learning about human psychology. People don’t like being told what to do, yet traditional sales techniques focus on exactly that.’
Think about how you talk to a prospect. Like many salespeople, you might start explaining your product too soon, listing all the logical reasons why they should buy. But logic alone isn’t enough—if the customer doesn’t feel emotionally connected to the decision, they won’t move forward.
Nitesh explained that sales is shifting. Now, instead of doing all the talking, salespeople should be asking the right questions. But are your questions only logical, or do they tap into emotions?
‘I tell my students that prospects should be talking 80 to 90 percent of the time—if you ask the right, thought-provoking questions,’ says Nitesh. These questions are part of his Neuro-Emotional Persuasion Questioning (NEPQ) method, designed to draw out the customer’s emotions and true needs.
Become a Problem-Solver, Not a Seller
Nitesh Jha of M.A.S.S emphasises that salespeople shouldn’t just push their products—they should be problem finders. ‘Rather than telling a prospect what they need, your job is to help them recognise what problems they have,’ says Nitesh.
The key is to build trust by asking the right questions, helping the prospect feel heard and understood rather than simply being told what to do.
Through his Neuro-Emotional Persuasion Questioning (NEPQ) method, Nitesh teaches the importance of ‘problem awareness questions.’ These questions help prospects uncover blind spots or issues in their business that relate to your product or service.
But it doesn’t stop there—Nitesh guides his students to take it a step further by asking what might happen if these problems aren’t addressed, stirring up emotions. Then, ‘solution awareness questions’ follow, encouraging the prospect to consider potential solutions that could make a difference in their situation.
Shift from Salesperson to Trusted Advisor
Think back to a time when you were the prospect in a sales conversation. Ever dread going to a car dealership because the salesperson was too sure of what you wanted?
They try to push you toward what they think is best, and you end up resisting. But what if the salesperson asked questions that made you think about the issues with your current car, the potential problems with the ones you’re considering, and which options could truly solve your problems?
The experience might actually be enjoyable & you’d feel more confident in your choices.
Nitesh Jha of M.A.S.S highlights that when salespeople guide a prospect’s thinking with skilled questions, rather than telling them what they need, they are seen as a trusted expert, not just someone trying to make a sale. ‘It becomes clear that you’re there to help solve their problem,’ says Nitesh.
At the core of his method is the idea of ‘helping.’ If your product or service truly solves a problem, guiding the prospect to recognise that should be a natural process.
Instead of pressuring them to buy, sales should focus on offering advice and uncovering issues they may not even know they have. By appealing to emotions and positioning yourself as a helpful guide, you turn the conversation into a collaboration that leads to a successful outcome.
Conclusion
successful sales are all about understanding and addressing the emotional side of decision-making. Rather than pushing a product or service, salespeople should focus on becoming problem finders, helping prospects uncover their own challenges and guiding them toward solutions.
By asking thoughtful, emotion-driven questions, you build trust and position yourself as a helpful expert rather than just a salesperson. This approach leads to stronger relationships with prospects and ultimately, more successful sales.
Remember, it’s not about what you sell—it’s about how you make your prospect feel and how you help them recognise what they truly need
