If Prospects Buy on Emotion, Why Sell on Logic?

by Jacques Werth

It’s been well known for at least 70 years that “Prospects buy on emotion and justify with logic.”  So why is it that average salespeople rely only on logic to sell their products and services?

Perhaps they don’t realize that the very top producing salespeople always rely on their ability to reach the emotional core of their prospects.  The connections that they achieve result in profound relationships of mutual trust and respect.

This changes the basic concept of what selling really is.

You can read more about this concept in our book, “High Probability Selling”.  The first four chapters are online.

If Prospects Buy on Emotion, Why Sell on Logic?

6 thoughts on “If Prospects Buy on Emotion, Why Sell on Logic?

  1. So how do these successful people reach that emotional core? My first supposition is the ending question within your initial contact, “Is this what you want?” How do you touch on emotion from that point forward?


    1. Scott,

      The simple answer is that you do this by getting very personal. This requires that you be comfortable with emotional intimacy.

      The deeper answer is that you learn and practice a process called the Trust and Respect Inquiry. It is a very simple process to learn, but many people find it very difficult to do. Jacques Werth is an expert on this and teaches it as part of the High Probability Selling Workshop.

      At this time, we do not offer the Trust and Respect Inquiry as a separate workshop, but we are listening to those who say they want it.

      Carl Ingalls


    1. Peter,

      The Trust and Respect Inquiry is our name for a specific way of having a very personal conversation with a prospect or customer, or with anyone you are considering doing business with. We teach this in our training courses on High Probability Selling. It is an advanced form of the Relationship Inquiry that is discussed in the book, “High Probability Selling.”

      Even though we teach our students to ask the questions that keep the conversation on track, both parties learn some very important things about the other. The main thing they discover is whether they are likely to develop a relationship of mutual trust and respect.

      Carl Ingalls


    1. Kent – It would be good to know neuroscience, regardless of your occupation. However, in sales, it’s more important to understand the different ways that we process and use information i.e. logic, emotion, intuition, experience, etc..


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