Yet, nine out of ten customers would tell you that this isn't true, that instead, they make their decisions logically. If you were in a store and asked ten customers why they had just made a purchase, they would all claim logic and data before emotions. And they would stand by their stories. Logically we know that John F. Kennedy defeated Richard Nixon by less than one percentage point in the 1960 presidential election. If I were selling one hundred Kennedy pins to logical voters, I would sell just fifty -one pins.
Emotions are what sell.
Customers mask their emotions because they want to believe that every decision they make is a logical one. Making decisions is completely an emotional science. Emotions always reign, and while there may be elements of data involved in the sale, data must always be used in a secondary role. TSRs must recognize that customers buy based on emotions. There is another reason why emotions are sold successfully over the telephone.