They are in the fight or flight mode. Within the first few seconds of greeting you, they decide whether to stay or run. This is the reason some guests come in angry and try to start a fight. If you fight with them they have an excuse to leave. If they leave you can't sell them. But, If you relax them and get them into the emotional part of their brain, you could see that same client purchase..
Your job is to take them out of the reptilian part and into the emotional part of their brain. This allows them to relax and “warm up” to you. Once you've accomplished this, you've earned the right to move on to the discovery stage of your presentation.
So, here's what we do during our presentation. We move people from one part of their brain to the other. From the reptilian to the emotional part of their brain. Then to the analytical part. Back to emotional part. Back to the analytical part, and so on.
When your manager comes to the table, your clients go back to the reptilian part of the brain. They know this person is the boss and will be the one to ask for money. This is why it is so important to call a manager on your table. Give him some time to warm up too.
This is what we mean by an emotional sale. If you can master this, you can tell what part of the brain your client is in at any given time during the presentation. Very helpful in knowing if you are getting close to the sale.