Thought For The Week!

Oct 9, 2023

Daniel Hale

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    According to Harvard Business School professor Gerald Zaltman, a significant 95% of buying decisions are based on emotions, with only a small 5% being rational.

    Zaltman also suggests that this tiny rational part is often used later to justify the emotional choice.

    This might seem surprising because sales has become very skilled at addressing the logical side of our buyers’ minds, such as with ROI calculators and case studies.

    But have we overlooked the power of storytelling and connecting on an emotional level?

    This reminds me of a great quote from Einstein: “Not everything that counts can be counted, and not everything that can be counted, counts.”

    In sales, it’s not just about following a process; it’s about how you make your prospects feel.

    To sell is to be human, after all.

     

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