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The Science Behind Why People REALLY Buy: Emotional Intelligence Training for Salespeople

The Science Behind Why People REALLY Buy: Emotional Intelligence Training for Salespeople

Have you ever been ghosted by someone who was really enthusiastic about buying from you and then you couldn’t get in touch with them again? Were they lying to you?? This lesson is going to explain the science behind why people buy (and don’t buy). You have to understand the psychological journey of the buyer in order to make more sales.

I’m going to reveal the real reason why people buy and then share a song I wrote to help you remember it.

Here’s the free script I promised in the video:

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Have a great week!

Jessica Magoch
CEO, JPM Sales Partners
Custom Sales Playbook Designer and Creator of The Sales Launch Code





© JPM Partners, LLC 


“Welcome! Come on in - so excited to have you here - today I’m sharing one of my most popular sales lessons with you on Sales Psychology. If you’ve ever thought:

Why is it so hard to convince someone to do something when you both know it’s going to help them?

Why don’t customers seem to remember anything I said on the call even though they understood everything when I was explaining it?

Why are people ghosting me? They seemed so excited and then I can’t get in touch with them.. Were they lying to me?

If any of those concepts have plagued you, or if selling, in general, makes you shiver a bit, I’m going to give you a little science lesson i n sales psychology, then bring you over to the piano for a song I wrote to help you remember this lesson, and at the end, I’m sharing my free sales script with you that puts it all in action. Sound good? Great. Then let’s head into my office:

First, why don’t people want to change?

I have a good physicist friend, and I have to admit, he’s quite the hottie - Sir Isaac Newton His first law of motion says, An object at rest will stay at rest unless acted upon by an outside force. Meaning, if a ball is on the ground, the ball is not going to roll anywhere unless some kicks it or a really be gust of wind moves it.

Humans are no different. We don’t want to change. Change is hard, change is uncomfortable. Even if we’re miserable, we’d rather be miserable than feel the discomfort of change or making a mistake and making things worse. So it’s easier to just stay where we are. That’s why your biggest competitor will always be the status quo: doing nothing.

It’s actually a survival mechanism to stay in our comfort zone. It’s what protected us from venturing into an unknown forest with fire breathing dragons - but this survival instinct doesn’t serve you when you’re trying to reach your goals or your full hman potential.

On the flip side, Newton also said, “An object in motion will stay in motion unless acted upon by an outside force.” This means once your customer says Yes, it’s much easier to continue saying yes to upsells and sharing referrals.

So, people won’t change unless acted upon by an outside force. So,What is the outside force that gets humans to change?

For that, we’re going to nee to look toward the study of Emotional Intelligence.

e·mo·tion·al in·tel·li·gence


noun: emotional intelligence

the capability of individuals to recognize their own emotions and those of others, discern between different feelings and label them appropriately, use emotional information to guide thinking and behavior, and manage and/or adjust emotions to adapt to environments or achieve one's goal(s).

In other words, emotional intelligence is understanding how your emotions work and how other people’s emotions work and your ability to affect or influence other people’s emotions.

King of like music - think about your favorite song and its ability to change your mood in just three minutes.

The study of emotional intelligence proves that information passes through the center of the brain first, the Limbic Center where we process emotions before it moves to the Frontal Lobe where logic and reason resides, you know the “Intelligent” part of us.

That means no matter who the human is, even if they’re the most analytical software developer you ever met, people make decisions first emotionally, then backs them up with logic. Every single decision we make, from the last car you purchased to the bag of chips you grab at the counter, is from an emotional response you had and followed through with.

And, here’s why humans can be so confusing:

The emotional response we have is strong but happens too quickly to be aware of it. And once we have that emotional response, we will come up with the logic and reasoning to support that emotional decision we already made!

So, if you REALLY want something, you will create an argument that makes it totally reasonable to get it. And if you have a bad feeling about something, no amount of quantitative analysis is going to convince you to move forward.

So, what have we established so far?

  1. Humans don’t want to change.
  2. Emotion is what gets people to change.

But how can you use this in your sales conversations to help people get from where they are to where they want to be?

Well, quite simply, people come to you because they have a problem. That problem evokes an emotion they’ don’t like. It could be frustration, embarrassment, exhaustion, stress, anxiety…The list goes on and on.

Now, the job of marketing is to, sometimes, make people recognize a problem they didn’t know they had, or get them agitated about a problem enough to take action.

But a salesperson’s job is quite different. In order for someone to take action, they need to feel the exact OPPOSITE of how they felt from their problem. That might be excited, calm, proud, sexy, confident, energized…

And it’s the salesperson’s job is to paint a picture of what it will be like when their problem is solved. By telling a story and drawing a vision, the customer will actually experience the feeling that their problem is solved, even before it actually is. In order to do that salesperson has to transfer the desired emotion to the client. That’s why sales has also been known as The transference of emotion from one person to another. And when that emotion is felt is when you make a sale. It is truly a magical power the salesperson has to create a reality that didn’t exist before and have the customer step into it.

The key is to understand which emotion is necessary to move your client. It’s different for different products and services. It’s more complex than just moving from pain to pleasure unless you’re actually selling pleasure! Even for tech products, you have to remember, you’re not selling the tech, you’re selling the emotion they’ll feel from the solution your tech solves.

So think about this:

  • What is my customer feeling when they have the problem I solve?
  • How will they feel when it’s solved?
  • What are they REALLY buying?

This one-word emotion defines your entire brand and messaging. Everything you do and say has to exude this emotion.

Now let’s going over to the piano because I wrote a little song about it to help you remember what we learned today:

If you’re getting ghosted, you’re feeling kind of toasted

Come listen to this lesson on the science of emotions...

People don’t want to change - Sir Isaac Newton taught us that.

They’re gonna resist a good thing and that, my friend, is a fact.

So how are we to move them from thier pain and misery?

Emotions are the key to move them where they want to be?

Emotions, You gotta get emotional now.

Emotions, You gotta get emotional now.

And that my friends is your science lesson,

It’s the answer why - why people really really buy…

You gotta get emotional now ..


You can check out my free sales script that puts this all together for you at and if you liked this lesson, like subscribe and share cause it really helps me out

e·mo·tion·al in·tel·li·gence


noun: emotional intelligence

the capability of individuals to recognize their own emotions and those of others, discern between different feelings and label them appropriately, use emotional information to guide thinking and behavior, and manage and/or adjust emotions to adapt to environments or achieve one's goal(s).

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About JPM Sales Partners

JPM Sales Partners is a Luxury Sales Coaching Conservatory. Sales Musicology™️ is the sound barrier-breaking new method that harnesses the transformative power of music to make your wildest sales fantasies come true.

Sales Expert 2016 Fit Small Biz Top 50 Women of 2019

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The information in this website is for informational and promotional purposes only. The courses and services we advocate will not make you an overnight sales success because you have to do the work. We're here to give you the tools, the insights, and the support you need to transform how you view the sales process and how you pitch to others. If you put in the effort, we know you'll reap the rewards.

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