Nailing Logic v Emotion In Sales

 
Scientists tell us that humans have more than one brain.

Some people you know may disprove that rule (only half a brain?!) but the truth is that everyone has three parts to their brain: firstly, there’s the reptilian brain, responsible for fight or flight, and located at the top of the spine, close to the back of your skull.

Secondly, there is the limbic system, commonly called the emotional brain, naturally responsible for the emotions we all feel.

And third, there’s the thinking brain, the third brain, the grey matter.

This is divided into two halves, the left side responsible for logical thinking, the right side for more creative, musical thinking.

Logic vs Emotion

When was the last time you purchased a car?

How did you make your purchasing decision? If you think about it the purpose of a car is to get you from A to B. But you will have certain logical requirements that are needed. If you have kids, it might be safety. If you have a caravan, it might be a built-in towbar. These are all logical traits. But I bet at sometime or another you thought about what others would think of you or how good you would look in it? Better still, you’d get one over on that neighbour who is bragging that their motor is the best. These are examples of emotional reasons to purchase.

Logic

You may think that all of your different buyer types are rational, logical thinking prospects.

Logic includes return on investment, speed of response, quality of product or service, length of warranties, terms of credit, etc.

If we think that all decisions are made at the logical level, then we miss a lot of communication that is made by the prospect at a differing level, something that drives decision-making and problem-solving deeper than we realise.

You see, humans (yes, even your prospects) are affected by the emotional contacts we have, as decisions are made at a deeper level than just the logical.

You may have heard the expression, “we buy on emotion then justify with logic”.

It’s true, because the decision-making processes we use go through the emotional brain first before being presented to the logical thinking brain.