Have you ever walked into a room where someone’s just buzzing with energy and suddenly you’re feeling more upbeat too? Or talked to someone who’s clearly in a bad mood, and next thing you know, you’re tense and drained, even if your day was going fine?

That’s emotional contagion in action. It’s a very real psychological phenomenon where we “catch” emotions from other people, just like yawns or laughter. If you’re in sales, emotional contagion can be one of your most unrecognized superpowers.

What Is Emotional Contagion?

In simple terms, the way you feel in a conversation can influence how your buyer feels without either of you even realizing it. Whether you’re smiling, excited, stressed, or bored, your prospect is picking up on it. And they’ll often mirror it back without knowing it.

If you want to build better relationships and close more deals, the energy you bring matters!

For example, a client, I’ll call her Sarah, is in computer sales. She has a sharp mind and great product knowledge, but sadly, her close rate was lagging. One day, she was chatting with a coworker who kindly pointed out, “You tend to sound a bit tense on calls, almost like you’re bracing for a fight.”

That comment stuck with her. So, she tried something different. Before every call, she’d take a breath, smile, and imagine she was just having coffee with someone she liked. No pressure, just two humans solving a problem.

She noticed that using this approach, her prospects started relaxing. They opened up, and conversations felt easier. Within a month, she’d closed more deals than in the previous two combined. Same pitch, same pricing. Just a better emotional connection. That’s emotional contagion at work.

How to Use Emotional Contagion

Sales isn’t just about features and pricing, it’s about trust and connection. People buy from people they like and feel good around. If you come into a call sounding stressed, robotic, or pushy, your prospect will pick up on it. Even if they can’t quite put their finger on why, they’ll feel uneasy; that’s a difficult place to build from.

However, if you show up calm, confident and genuinely excited to help, that energy is contagious. Suddenly, they feel good too. And good vibes equal better conversations, stronger relationships, and a greater likelihood of a “yes.”

How to Use Emotional Contagion

1. Check Your Own Energy First

Before a call, take a minute, shake off the last meeting, take a deep breath and focus on being fully present. Your mindset going in sets the tone for success.

2. Bring Authentic Positivity

You don’t need to be over-the-top exuberant, but you do need to bring genuine enthusiasm. If you believe in what you’re selling and why it matters, let that shine through. People feel that.

3. Acknowledge Their Emotions - Then Lead Them Somewhere Better

If your prospect seems frustrated or confused, don’t steamroll them with positivity. Acknowledge it. “I totally get that these decisions can feel overwhelming.” Then, gently guide the conversation to a more confident, hopeful place.

4. Be Fully Present

Put the phone down. Close extra tabs. Listen like it’s your job because, isn’t it really? When someone feels heard, they automatically feel more connected.

Sales success isn’t just about what you say, it’s very much about how you make people feel. When you show up with steady, positive energy, you are giving people permission to feel good around you. And in a world where buyers are bombarded with pitches, that good feeling is what sets you apart.

Next time you’re prepping for a call, remember your vibe is contagious.