Sales Decisions: Logic vs Emotion

Logic makes people think. Emotions make people act! To be successful in sales, you need both. Combining both brings the perfect storm of persuasion and influence. Logic is the foundation we build the emotional benefit upon.

The logical mind of our clients may tell them our product or service is too expensive or it’s not necessary. But even though logic is the foundation of decisions, it’s the heart, the emotional pull that makes the real decision based on the fulfillment of desire. If the heart of our clients can see how our product or service can make them feel about themselves or their circumstances, that changes everything. They may know they don’t need it, but they want it, and heart wins out over logic most of the time.

From time to time I go shopping with my girlfriend. She loves looking for shoes. Recently she brought a pair to me to get my opinion about. She said she already has a couple of pairs just like them, but they were an especially good deal—for her, always a motivator.  I told her since she already has two pair just like them, she could save even more money by not buying a third pair. I could see her logical mind knew I was right, but the tug of extra savings made it difficult for her to say no. As it was she carried the shoes all around the store until we were ready to leave. Holding them up a final time she said, “I really don’t need these do I?” She put them down and left the store without looking back, but I could tell she had really wanted to make that purchase.

That’s emotion.

She had craved the extra savings, while at the same time picturing herself wearing them with different outfits. Logic says no, emotion says yes. If I had joined in her emotional desire of getting a great deal on a third pair of shoes she didn’t need, we would have walked out of that store having made the purchase. Her logical mind was looking for validation of her emotional desire.

As a salesperson, that’s why is it so important to find an emotional connection to your client’s goals. Let’s look at 4 key points.

Selling money doesn’t set you apart from anyone else. Either the cost or the benefit of money. If you do that, you’re just another sales person in a long line of potential choices.

  1. Without an emotional connection your client can, and often will, jump ship in favor of another provider who touched them emotionally.

  2. If you can find an emotional tie between the reason they’re looking into your product or service, it probably means you’ve been listening, asking the right questions, showing interest, concern, empathy and compassion, which in turn leads to building trust and confidence in your client’s mind.

  3. It shows you are taking the time to understand where they are coming from and where they want to go. Which significantly helps you determine how you can best serve your clients and present them with the right solution.

If we do this, then what’s the result?

The result is your client has an emotional attachment to you, your company and your product or service. You were the one who was able to help them see, feel and think about the outcome of what your solution could provide them going forward. They will have had a positive experience and you just earned not only their business but future business through their positive communication about their purchase from you.

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