# Serhant: Seven Stages of “Grief Selling” (Emotional Close)

Buyers go through predictable emotional stages. Most deals die in **Fear**.

## 1) Excitement
They love it. Reinforce vision and outcomes.

## 2) Frustration
Process friction appears. Normalize it and keep momentum.

## 3) Fear (deal-killer)
They question value, overthink, look for exits.
Use:
- empathy (“totally normal”)
- assurance (“we’re in this together”)
- clarity of next steps

## 4) Disappointment
They go quiet / disengage. Reconnect to original why.

## 5) Acceptance
They settle into the decision. Confirm plan.

## 6) Happiness
Great time to ask for referrals / testimonials.

## 7) Relief
They rationalize decision as theirs. Reinforce pride.

## Tools
- **Push / Pull / Persist** (gentle momentum management)
- **Positive sandwich** for bad news
- **Element of surprise** (small unexpected value) to restore confidence

## Guardrail
No fake urgency. Use only real consequences of delay.