Six emotions that make people buy

Geoffrey James is a successful serial entrepreneur. He learned to sell ‘on the job’ in his first startup. His method differs from what most do, He does not pitch his product.

Geoffrey discovered decisions are made to achieve personal goals and the emotions experienced. He works to uncover the important goal for his customer. He then activates the emotion tied to reaching the goal. This provides motivation to change.

He has distilled this down to six emotions. In reality, the list longer. This is a good place to start.

Geoffrey James is the author of “Sales Source” blog on

6 Emotions for Sales