Understand and anticipate the customer’s emotional journey. One of the best ways to handle shifting emotions is to open the door for the customer to talk about it and address any concerns head-on. While having a specific conversation to check in on the customer’s emotional state might not be necessary for every business, it’s definitely recommended for most businesses—particularly when the purchase is expensive (in the customer’s frame of reference). Create space for the customer to share feelings and have strategies in place for countering any negative emotions.
