In this episode of The Salesman Podcast, Dr. Lisa Feldman Barrett talks about how buyer’s emotions and feelings are formed in the brain, regardless if it’s positive such as happiness, or negative, such as remorse. We cover some sales training nonsense on the topic of influence and Lisa debunks a few more sales myths in this episode. Resources: LisaFeldmanBarrett.com Book: Seven and a Half Lessons About the Brain Book: How Emotions Are Made: The Secret Life of the Brain Lisa on LinkedIn Transcript Will Barron: Can we go up on today’s episode of the Salesman Podcast?   Dr. Lisa Feldman Barrett: Your brain makes emotions, emotions don’t happen to you. They are made by your brain for particular situations that you’re in. Your brain is always regulating your body. And your body is always sending information back to your brain. And you feel that information from the tug of your lungs, expanding, the rush of your blood through your veins, the feeding of your heart.   Will Barron: Hello, my name is Will Barron and I’m the host of the Salesman Podcast. The world’s most downloaded B2B sales show. On today’s episode, amazing episode, we have Dr. Lisa, she’s the author of How Emotions Are Made. And that’s exactly what we’re diving into in today’s show. We’re diving into how the buyer emotions are made in their brain, whether it’s happiness, whether it’s buys malls, whatever it is. We also dive into how to influence over people’s emotions and we call that some of the nonsense that sales trainers have been talking about influencing other people and their emotions over the decades. Lisa dives into that and the book’s a whole tonne of it. Everything that we talk about, and this episode is available at the show notes at salesman.org. And with that said, let’s jump right into it.   Can Humans Control Their Emotions? · [01:52]   Will Barron: And we’re going to talk some science, we’re going to talk emotions, and we’re going to hopefully be able to discuss where, well I’m going to call buying emotions come from. So that might be happiness. If you buy the right product, it could be the fear of missing out, if there’s an offer a deal in place, it could be unfortunately regrets or buyer’s remorse. I want to dive into where all these come from, then hopefully how we can help buyers have better buying experiences moving forward. So before the obvious question of where the heck do buying emotions come from? I want to tee things up with asking you, are we in control of our emotions? Because sometimes it seems like I can choose to be happy. I can choose to change my state of mind, but sometimes emotions come in crushing it and hits us like a car crash, I guess, a car wreck. So are we in control of the emotions that we feel?   “Your brain makes emotions, emotions don’t happen to you. They are made by your brain for particular situations that you’re in. Your brain is automatically constructing emotions out of a set of ingredients. And you have control over seeding your brain with those ingredients to make emotions more automatic in an effortless way, but control in the moment as in stopping feeling one thing and in order to cultivate a different feeling is extremely hard I would say.” – Dr.