People Buy on Emotion and Justify with Logic

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People Buy on Emotion and Justify with Logic

People Buy on Emotion and Justify with Logic

I don’t know about you, but I am fascinated by people… how they think, how they feel, how they make decisions. I think this fascination with people is one of the reasons why I like sales.


For example, it’s interesting to me that “People Act on Emotion and Justify with Logic”. There is proof of this.
Neuroscientist, Antonio Damasio, studied people whose limbic system – the emotional center of the brain – was damaged. The neocortex, or rational brain, was normal. What he found was that it was almost impossible for these people to make decisions. He found that emotions are central to human decision making.


The reality is that people often apply logic after the fact to justify the decision they have already made emotionally. However, since they believe they make sound decisions they can’t admit they made the decision emotionally. So, they must justify the decision logically. The conclusion from this is that decisions begin with emotion. We feel, and then we think.


Another interesting aspect of this is that humans resist cognitive dissonance, which is when someone holds two or more contradictory beliefs at the same time. Humans have an overriding desire to be consistent in their thoughts, beliefs, values, and actions. They must reduce dissonance.


So, let’s apply this to a sales situation. Let’s say that your prospective client is not getting good service from his/her current service provider. However, since he chose this provider, he doesn’t want to admit that he might have been wrong.


If a salesperson comes along and presents evidence that the current service provider is not providing good service, the prospect experiences cognitive dissonance. His brain works hard to reduce this dissonance by justifying the decision he has made. Consequently, the prospect makes the salesperson out to be the “bad guy”. The Salesperson is the source of the cognitive dissonance so there is a negative association with the salesperson.


The way to avoid this is to ask about what the prospect likes about the current solution. When you ask people what they like, you trigger the negativity effect or bias. If there are negatives, the prospect will mention a few positives but then quickly shift to the negatives. If they don’t have negatives they won’t go there and you will be able to disqualify quickly. Either way, you will handle the situation professionally and efficiently.


This approach is also disruptive. What is Disruptive Behavior? Our brains are designed to alert us when there is something dangerous or something fascinating. If something isn’t dangerous or fascinating our brain will go into autopilot and dismiss that thing.


When you do the unexpected, you are engaging in disruptive behavior. When you ask about the positives instead of the negatives, this is fascinating to the prospect’s brain because it’s unexpected. The prospect’s mind pays attention to it.


Conclusion: If you ask expected questions in the sales process, the prospect’s brain will go into autopilot. If you do something fascinating, the prospect will pay attention.


If you’d like to learn more about the power of emotion in decision making and its effect on sales, I’d like to invite you to join me for our March course which starts TODAY:


Sales Intelligence: It’s Not What You THINK


In today’s session, we will discuss IQ, AQ, EQ, PQ & TQ and how each contributes to success in sales. What factors compel buyers to buy? What role does emotion play in decision making/buying? What role does logic play? How do you truly establish rapport with a prospective client within the first few seconds of meeting each other?


These live, online workshops are FREE and you can learn more and/or register for Session One by clicking here:


Don’t miss this first session. It’s TODAY, March 8th at 3:00 pm Eastern. I hope you will join me.




Jack Frisby
PH: 317-627-7647


P.S. If you haven’t checked out our online business growth membership platform, click here: www.Optimize.Exchange. We have five courses that are posted now:

1. Seven Essential Disciplines of Business Growth
2. How to Leverage LinkedIn to Get Introduced to Ideal Prospects
3. Top Ten Tips to Optimize your LinkedIn Profile
4. Top Seven Business Growth Strategies for B2B Professional Service Providers
5. Can Asking Great Questions be the Answer?

Jack Frisby
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