Sell Emotion, Not Logic

We’ve all learned, or at least been told, that consumer buying decisions are based on emotion, not logic.  Agree?

So I have a question: When you get a chance to present a sales pitch to a potential client or customer, do you present the emotion first?  Or do you go straight to the logic because that’s what they SAY they want to hear…because they only have a limited amount of time and all that stuff.

I would argue that the emotional side of your brand should be presented first.  It’s the emotion and the story that will get them interested, asking questions and giving you more face time.  If you present the logic, aren’t you just any other brand?  Is your product or service really that much better than your competition?

There’s always time to talk business (logic).  Believe me, once you reel them in based on your story, they’ll give you plenty of time to talk numbers.


2 thoughts on “Sell Emotion, Not Logic

  1. I agree with you mostly. I think you have to lead with the personality side of your brand. But I think it matters who you’re selling to. I think some people you lead with more personality than others. Some people are more interested in personal connection while others are more interested in the facts, the research etc…Because you’re talking about consumers maybe you’re selling to the masses which is obvisouly more difficult than appealing to a single person. So then I think the question becomes do you create sales pitches that appeal to the different types of personalities or do you create ones that appeal to all?

  2. @jeff
    You simply can’t create a sales pitch that appeals to everyone. It’s highly unlikely that there will be such. I guess you should think about who your target audience first then present your sales pitch and then adjust otherwise but for making an initial connection, it could work.

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