Here are five of the most common emotions that guide prospects’ buying decisions, along with some creative ways for salespeople to tap into each one when prospecting:

1. Acceptance

Prospects are constantly on the lookout for new ways to increase their standing within an organization (or industry). Salespeople who can demonstrate how their products and services will help the prospect achieve that goal (e.g., enabling the company to gain a competitive edge) position themselves as advocates, intent on helping improve the buyer’s standing within the organization.

With that in mind, it may be helpful to simply ask each prospect, “What are your company’s biggest priorities over the next six months to a year?” and tailor your key selling points accordingly.

2. Validation

Customers want to feel like their input is valuable, and they generally gravitate toward salespeople who can reassure them in that regard. With that in mind, it…