Emotional Upselling: The Secret to Selling More While Building Loyal Customers
Photo by: She Plays With Fire
January 19, 2025
Emotional Upselling: The Secret to Selling More While Building Loyal Customers
Contrary to popular belief, upselling isn’t just about getting the customer to spend more at checkout. What if it was about creating value for your customers? When done properly, upselling becomes a powerful way to enhance your customers’ experience while also driving loyalty and repeat business. Upselling can be and is a good thing.
The magic happens when you connect with your customers emotionally. When customers feel understood and valued, they’re more likely to say yes - and come back for more. Connection should feel personal, authentic, and worthwhile for everyone involved.
So how do you infuse emotional selling into your sales process? Let’s break it down step by step.
Why Emotional Selling Works
Purchasing is an emotional experience. Customers buy based on feelings and then justify their decisions with logic. When you create an emotional attachment to what you’re selling, you help customers see and feel what it’s like to say yes.
In Mind Over Money, I read something fascinating:
“The insula - the part of the brain activated when we think of a product is too expensive - also lights up when we anticipate physical pain
On the flipside, “The limbic system releases dopamine when customers view purchases as rewards rather than costs.”
This means that spending has a physical effect on our brains - it can bring joy or discomfort. The goal? Help your customers see their purchase as a reward that’s worth it.
Here’s why emotional selling is so effective:
Emotions drive buying decisions: Shoppers often rely on their gut feelings, whether it’s excitement about a purchase or trust in your expertise
Stories make sales memorable: People remember stories more than they remember features. When you weave a story about a product into the conversation, it helps customers picture themselves in it - and that connection sticks.
Benefits sell, not features: Customers don’t just want to know what something is; they want to know what’s in it for them.
👉 Did you know? According to Harvard Business School professor Gerald Zaltman, 95% of people make purchasing decisions based on unconscious emotional connections. This highlights the power of emotional selling in driving consumer
How to Use Emotional Selling
Let’s look at some practical ways to connect with your customer emotionally and inspire them to upgrade or add on.
Highlight Benefits, Not Features
Features tell; benefits sell. Instead of focusing on the “what,” focus on the “why it matters.”
For example, instead of saying, “This ring is 14k gold with a 1-carat diamond,” you could say:
“This ring was designed to symbolize timeless love. The diamond represents strength and clarity, making it the perfect piece for your anniversary. Diamonds are also the strongest stone known to man - reinforcing the strength of your relationship.”
Share about craftmanship, inspiration, or fun facts about a product, but always make sure to relate it back to the customer.
Use Stories to Build Excitement
Stories make products come to life. They help customers imagine the experience of owning or gifting something.
What if your team could double their accessory sales simply by training them to present it as the perfect finishing touch to an outfit? This suggestion sparks excitement and also a sense of completeness.
When you share a story, customers start to see themselves in it, feeling the joy, excitement, and pride that comes with the product.
Create Positive Emotional Triggers
FOMO is great, but not all emotions have to be about urgency. Think beyond fear and create happiness and connection:
Congratulate customers on their choices - What a great choice! This jacket looks amazing on you!
Share their excitement - This necklace is perfect for your upcoming event!
Celebrate milestones with them - This would make such a meaningful gift to celebrate 10 years together
Educate Yourself and the Customer
The more you know about your products, the better you can connect them to the customer’s needs or desires
Where is it from? Why does that matter?
What makes it unique?
How does it connect to your customer’s needs or desires?
For example, you might say, “This bracelet was inspired by constellations. It’s such a thoughtful gift for someone who loves stargazing - it shows them that you truly see them.”
Create Connection Through Touch
When customers physically interact with a product, they begin to imagine owning it. Invite them to touch, hold, or try on the item.
This might sound like:
“Feel how soft this fabric is - it’s perfect for a cozy night in”
“Try this necklace on; it really brings out your eyes.”
Even if you don’t sell physical products, find ways to engage them physically. Hand them a sample, let them hold a product card, or invite them to try something firsthand.
Tips for Success
Know Your Audience: Take time to understand your customer’s needs, pain points, and desires. Ask thoughtful questions to uncover what they truly want.
Focus on the Customer, Not the Sale: Emotional Selling is about creating meaningful connections, not just hitting quotas
Use Qualitative Feedback: Success isn’t just about numbers. Pay attention to how customers react, what they say, and how they feel during interactions.
Real-Life Examples of Emotional Upselling
Imagine a customer is looking for a necklace for their partner. Instead of saying, “This necklace is 14k gold with a sapphire stone,” you could say:
“This necklace was inspired by timeless love stories. The sapphire represents loyalty and trust, and is also the birthstone of the month you two first met. It’s such a thoughtful way to say ‘I see you and appreciate you.’ Every time they see it, they’ll be reminded of the love you share.”
By connecting the product to their emotions, you’re not just selling a necklace, you’re selling it’s meaning.
The Power of Emotional Selling
Emotional selling isn’t just a technique - it’s a way to connect with your customers and show them you truly care about their experience. When you focus on the feeling behind the sale, you’re not only increasing your performance, you’re creating loyal customers who come back again and again.
Ready to create deeper connections with your customers and drive sales? Let’s talk about how you can transform your sales strategy. Book a time on my calendar below.
ABOUT RACHEL
With more than 13 years of experience in luxury retail, Rachel now trains stores how to turn more lookers into buyers. She specializes in turning around underperforming stores and increasing customer retention.
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