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Personal Emotional Needs (PENs)

People Buy Emotionally

Why People Actually Buy.

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People make the initial decision to buy or not emotionally from their Child Ego State, nearly 100% of the time.  Then their Adult and Parent Ego states fight out the details.   You can take a much deeper dive into Transactional Analysis at

If you’ll pretend I’m even a little accurate, then it’s our job as sales and business development professionals to understand, relate, and connect with our prospects on an emotional level and the two strongest emotions are:

  1.  The idea or concept of Pain, and
  2. The promise of Pleasure.

Absent the idea, concept, or actual emotional pain and absent a strong desire for pleasure, then your prospect doesn’t qualify for a presentation.

Disqualification Mindset

Prospects are disqualified to receive anything until they prove otherwise.

In order to qualify to receive much of anything they must have:

1.Personal Emotional Needs (P.E.N.s)

  • People buy for their needs (aka Not the salespersons Features & Benefits)
  • Everyone buys or not EMOTIONALLY – Free Child ego state
2.Adequate Resource (T.E.a.M)

  • Time
  • Energy, and
  • Money
3.Acceptable Selection Process

  • Willing and Able to make a decision
  • Who, Who else, and When (W.W.W.)

Three to Five Layers Deep

When we think pains and pleasures, it is very difficult to get out our own way and begin to think and feel like our prospects.  In order to get to the emotional stuff, we are likely to have to ask several questions to get there.  Typically, the “real” stuff doesn’t happen until we’ve asked good questions.

What are a few Personal Emotional Needs your prospects are likely to experience if they don’t have you?

And, thanks important because?

And, who cares?

And, why?

And, what if they don’t?

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Robert Johnson

I'm passionate about helping sales professionals & businesses grow sales through training, coaching, & sometimes taking over their sales and marketing divisions as a short-term bridge management team. I also help sales pros get more referrals with less effort through professional networking. Our prospects deserve highly trained sales professionals not using "Old School," high pressure, low yield tactics. I typically get referred to successful sales professionals and businesses that are doing well and sometimes struggle with inconsistent sales, concerned their goods and services are being treated like a commodity, frustrated sales team discounts, begs, peddles, and pushes to sell at low margins, or may be losing sleep because they are missing their goals. You may be crushing your goals, breaking records, and have zero issues with sales, and as such, I'm not sure if any of these issues are even a concern for you, your business, or a professional you care about. If something caught your attention, please consider connecting with me here on LinkedIn and sending me an email at [email protected] Happy Hunting! Robert Johnson-(918)928-7158