How to Sell Anything: Make It Feel Right and Make Sense
Sales is about understanding, not just persuasion
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Introduction
If you're in sales, you've likely heard this before:
“People buy with emotions and justify with logic.”
But what does that really mean?
It means that your product alone isn’t enough.
What truly wins the deal is the connection you build with your prospect; a connection that speaks to both their heart and their head.
Why does emotional connection matter?
People buy things because they want to feel something.
- Relief from a problem
- Pride in their decision
- Excitement about what's coming
- Confidence in their choice
You must help your prospect imagine how their life, business, or career will improve once they buy from you.
Emotion sells the dream.
Why is logical justification essential?
But emotion alone is not enough.
At some point in the buying process, your prospect will ask themselves:
- “Is this worth the money?”
- “Can I trust the company?”
- “Will this actually deliver results?”
That’s where logic comes in. Give them the data. Show them the proof. Highlight your after-sales support, guarantees, success stories, and systems.
Everything that assures them that their decision is safe and smart. Logic seals the deal.
How to bring both (emotions and logic) together?
Winning sales conversations do three things:
01 - Uncover the need: What does your prospect really want?
02 - Build the (realistic) dream: Paint a clear picture of how their life will improve.
03 - Present the proof: Back it up with facts, features, and future-proofing.
When your offer connects both to how they feel and what they think, they don’t hesitate. They buy.
Food for thought
The only way to win in sales long-term is to build trust, and trust happens when both the emotional and the rational brain say:
“Yes. This is exactly what I need.”
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Prompt used to create the image for the note
P.S.: Image made on Meta AI using the prompt, “Imagine a salesperson having an emotionally charged and sensitive conversation with a customer about their future”