Nailing Logic v Emotion In Sales

Written by Sean McPheat | Linkedin thumb

two heads with gears and heartsScientists 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.

You may think that all your customers 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.

So, we need to balance the logical decision the prospect needs to make with the emotional connection they need to have with that decision.

With some prospects, we can talk at length about the benefits our products or services will bring to their business.

We can wax lyrical about the money they will save with our solution, or show them the figures that will convince them that you can improve their customer loyalty.

But, if the emotions haven’t bought into what you are proposing, you will face an uphill struggle.

Although it may seem obvious you have the  best answer, you still have to balance it out with the emotional connection.

An example might be, during the presentation, “We have seen how your returns will be greater than with your current supplier, and how the quality of this new widget will benefit your customers. This will make you look good to your customers and new prospects and allow you to build a future for your department“.

The first sentences appeal to the logical thinking of your prospect.

They focus on what logically is correct for the prospect, things they probably couldn’t disagree with.

The next sentences back up the logical thoughts with emotional reasons.

Here, you are confirming what the prospect will feel and experience if they go with your solution.

It rounds out the thinking of the prospect, giving them balanced rationale as to why the solution would be right on many levels.

Think about how you can create a balance between what the logic says about your product and service, and why the prospect should be emotionally connected to your product and service.

By using both emotion and logic, you create a balance that will determine if the prospect makes the right decision for their business and themselves.

By concentrating on only logic, you miss a large percentage of what makes people make decisions. Here’s a video on how to use emotion and logic to influence. I hope it helps.

Balance the two and you appeal to much of what makes us human.

Happy Selling!


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of Ventrilock at

450 sales questions free report

Originally published: 8 June, 2017

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