We like to think we’re rational beings, but the truth is, emotions rule our decisions. Ever had a client who loved your proposal but still hesitated to sign? That’s because logic might convince the brain, but emotions move the heart.

Imagine you’re selling software to a company. Instead of listing features, ask, “What’s keeping you up at night?” If they say, “I’m worried about downtime,” respond with, “It sounds like reliability is a big concern for you. Let me show you how we’ve solved that for others.”

People don’t buy products—they buy solutions to their problems. And those problems are almost always tied to how they feel.

Next time you’re negotiating, listen for emotional cues. Are they anxious, excited, or frustrated? Address those feelings first, and the logic will follow.