We often talk about the science of selling, as if it's as predictable as chemistry or biology. It isn't. Selling is one-part science, one-part art, one-part luck, and one big part emotion. Sales trainers focus on the behavioral side of selling; motiva-tional speakers focus on the excitement of selling. Selling is an emotional profession—and emotions play a major role in how salespeople do their jobs.

Pride is an emotion. Salespeople must feel proud of what they sell and for whom they work. They must wear their brands with pride, walk with pride, and sell with pride. They must be able to proclaim proudly, "I'm a salesperson. I'm proud of what I do for a living." If you cannot feel pride for your products or your company, you're selling the wrong stuff for the wrong company. If you cannot feel pride for our profession, you need to find another profession.

Passion is an emotion. It is an energy that emanates from your belief in what you do—that you are making a difference in this world, not just making deals. Passion comes from a belief in what you sell—that it is the best thing available for your customers. Passion is contagious. Passion fuels your conviction. Passion is the most infectious way to share your enthusiasm for your product and your company.

Fear is an emotion. In sales, fear can overwhelm you: fear of cold calling; fear of rejection; fear of failure; and fear of success. Fear is a normal reaction to perceived threats. Running from or confronting your fears is a choice you make. Fear is also a natural ingredient of courage. Courage is not the absence of fear; it is the management of that fear. It would not be courage if it did not involve an element of fear.

Joy is an emotion. You feel happy when you accomplish something. That is a predictable reaction. You should feel good about your accomplishments. Feeling good is one of the best things you can do for yourself. You should try to feel good as often as possible. It's good for the soul.

Disappointment is an emotion. If you feel good about your accomplishments, it is human nature that you will feel disappointed over your failures. Not feeling disappointment is denial. All this business about it being "the customer's loss" when you lose a sale is baloney. Losing hurts, and if you are the least bit competitive, you hate losing a sale.

Emotion is raw energy. It drives us. It can cloud our judgment or clarify our purpose. Sales is an emotional game. You can use this emotion positively or negatively, depending upon the choices you make. You cannot deal with someone else's emotions when your own are spiraling out of control. This is a great lesson for salespeople. Tune in to your emotions. Understand them and use them. They are the stuff of motivation.