Logic Makes People Think – Emotion Makes People Act

So why don’t you close more sales?

Why are there always those deals that slip away at the last second, even after you think you’ve done everything right?

You’re confident that you have contacted, connected, and engaged the customer, informing them of everything they need to know about your service or product, and you’re certain they can afford what you’re offering.

But all too often, why do you here hear things like this from the customer at the end of your presentation?

Thank you. I’m sure everyone appreciated your presentation.

“It’s apparent that you really know your material.”

What you say makes a lot of sense.”

“Let me think about it and I’ll get back to you.”

Very impressive, we’ll definitely give it some thought!”

All the logical and reasoned statements as above are usually followed by a quick customer departure while you’re left scratching your head in disbelief.


The reason is rooted in a universal principle underlying all selling:

People buy emotionally and justify it logically.

A classic sales mistake is to believe the reverse and try to motivate the prospect with logic. But it doesn’t work that way.

When you’ve already thrown all the ingredients into the pot — the advantages, benefits, and profit potential — how come it doesn’t turn to soup? Because now you have to turn on the heat — the emotion.

As the prospect begins to see the personal benefits, the emotional temperature rises along with the decision to buy.

Then he will seize upon the logic and knowledge you’ve provided for him, to explain the inevitable discomfort he is feeling from having to part with his money.

Logic makes people think.

Emotion makes people act.

People act  and react emotionally, in unpredictable and peculiar ways, and any of these can affect their buying decisions. It is your job to think quickly on your feet so you can adapt to and harness these emotions to your advantage.

Emotion is the bridge between thinking about doing something and actually going into action. And is, in fact, the key factor in creating a decision to go into motion toward a close.

The car sales rep that says merely, “This is a special gas shock absorber/wishbone suspension system,” ends up with nothing. While the one who says merely, “You’ll feel like king riding in this baby,” is more likely to get the sale.

Trust, help, confidence, certainty, conviction, commonality, benefits, advantages, price, profits, long-term relationships and more can be emotional elements. They are not purely analytical issues when presented with the human touch.

The emotional bridge has to be established. You have to connect with them in some way that is harmonious with their concerns and purposes. And that comes from caring about others and adding value to their lives.

Top sales people not only have a superior knowledge of their product or service, they also have an extremely high degree of conviction that what they offer is also the best solution for the client to help them in meeting their goals. They also realize what is really important for the customer: what they need and want.

Great sales people are are interested in and excited about helping the client. Their attitude is enthusiastic and free from doubt. It is unstoppable. It’s also very contagious!

Catch it. You won’t regret it.

daniel w. jacobs
© 2010 – 2030, all rights reserved

9 Responses to “Logic Makes People Think – Emotion Makes People Act”

  1. Caroline Beltham Says:

    your articles are always awesome, and the design of your website helps to keep it beautiful. – Caroline

  2. Found this site in passing but I relly loved this article!

  3. Do you mind if I quote a couple of your articles as long as I
    provide credit and sources back to your weblog? My website is in the exact same area of interest as yours and my users would really benefit from a lot of the information you present here.
    Please let me know if this alright with you. Cheers!

  4. Dan Jacobs Says:

    Sure it’s fine with me as long as you include source and link to my site as you suggest.

    By the way, my book “The Natural Laws Of Selling” is due to be released May 2014, watch for it.


  5. Gap Holland Says:

    I just stumbled upon your weblog – good content.
    I’ll be subscribing to your feed, looking forward to more.

  6. I like what you are up to. Keep up the superb work.

  7. H. Handley Says:

    Thank you for such an informative blog. I have a project that I am just now working on, and I have been looking for such info.

  8. Dan Jacobs Says:

    Albie, thanks so much. I ‘jes keep on keeping on, doing the best I can. 🙂

  9. The best book I’ve ever read on selling, and I’ve read a bunch. It doesn’t get caught up in tricks and gimmicks, it just cuts to the heart of what makes any technique work = the natural laws! Brilliant!! – J. Walsh, NZ

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: