The Six Emotions Behind Every Buying Decision with Randy Riemersma

Welcome to the Revenue Builders Podcast, hosted by John Kaplan and John McMahon. Today, we're joined by Randy Reimersma, founder of Sell With Precision and a longtime sales leader, advisor and coach to B2B technology companies. In this segment, Randy breaks down the six emotions that influence how buyers move through a deal. Fear, curiosity, hope, desire, confidence and urgency. He explains why elite sellers create discomfort early. resist the urge to educate too soon and use subject matter expertise to build trust as the deal progresses for revenue leaders this is a useful lens on what actually moves buyers strong execution requires process discipline business fluency and a clear understanding of human behavior let's dive in

randy you talk these six emotions that drive decision making Walk us through how a sales rep or account executive can leverage these different emotions during the sales process.

Love to. So, you know, I'm an electric engineer, mathematics guy by training. I come from a very Germanic family, immigrant family. We repress a lot of our feelings. So it might seem odd that I would talk about emotions during the sales process. But hear me

out. Hear me out. I get uncomfortable now. Cap, are you uncomfortable?

No, I'm good, man. I spent time with this dude before.

All right. Good.

Cap, we can talk about that later.

So as we go through the sales process, you know, much like we have a sales process that we follow that's very rational, right? You know, do this validation, collect this data, share this business case. And it's strategic as we go left to right through that process. And it's not straight across, it's bumpy and all that other stuff. But in the same mindset, I encourage reps to also remember, we are first emotional beings and second rational beings. If you look at like the way we have developed over the years, we make emotional decisions and we back them up with intellectual alibis. So I wanna harness, why would I leave something unused when I can harness that to my benefit in the sales process. So that's why I love these six emotions. So John McMahon, thank you for giving me a chance to talk about this. So I want us to think about them, the prospect, and I want them to think about you, the salesperson, right? These are emotions that I want them to have about themselves and them to have about you. And this actually goes back to what we were just talking about. So early on in the sales process, right? Early stage, mid stage, late stage, early stage, They must feel some level of fear or pain and awareness that something is not the way it should be. Getting them out of the zone of small decisions, below the line, current state negative consequences. They must have an experience emotionally that something is not right. Fear, pain, whatever you want to call it, but something is not okay. And because you tease that out, I want them to feel curiosity about you. This guy or gal is a person of interest. They know something that I don't know. They've exposed this to me. So I'm feeling some discomfort and I'm feeling curiosity about that. And we'll pause here real quick. A lot of sales reps love to educate and whether we agree with this