I often see selling as a noticing process, a process of discovering where my prospects’ emotions lie. Emotional language is a key to understanding prospects’ Pain, and the things that they are most likely to act to address.
Whenever emotional language occurs, my best advice is, notice it and talk about it. Isn’t it more powerful/more noticeable when a prospect says:
“The stupid downtime,” as opposed to “We’re experiencing some downtime.”
“The damned late shipments,” as opposed to “late deliveries,” or
“The nutcase employee,” as opposed to “the under-performing employee”?
That’s the power of emotion. Notice it. It’s a key to Pain.