Emotion vs. Logic: how to balance them out.

You rarely hear anyone argue with the adage that “people buy with emotion and justify with logic”. After all, we’re emotional creatures (as much as we try to hide it).

But how exactly do you account for emotion in B2B sales? Well, that’s where it gets messy.

From one extreme to the other

When it comes to emotions and sales, there are two opposing angles or approaches.

One approach is to go uber-rational and logical. “Just the facts, ma’am.” (Think BANT – What’s your budget? Do you have the authority to make this decision?) 

The problem with this approach is that it ignores what’s important to the buyer (their problems). Ironically, there’s a negative emotional outcome of being uber-logical. If you ignore what’s important, your buyer will feel irrelevant – or like a walking signature on your commission check.

Another approach – on the other extreme  –  is to find and amplify the buyer’s pain points. (What’s the most frustrating part of XYZ? How is that impacting you?) This approach is like holding up a billboard that says, “The secret sauce is that people buy with emotion! So please, tell me what you’re feeling!”

The healthy middle ground

The key is to strike a balance – with zero agenda.

How? Empathy.

Empathy is about perspective-taking. It refers to the ability to understand and intellectually grasp another person's thoughts, feelings, and emotions. It also includes the more factual aspects of their world. (Learn more here.)

The key is to understand. And demonstrate that understanding with non-verbal cues (like listening quietly and nodding) or with simple phrases (like “that sounds really frustrating”).

But no matter how much you can make your buyer feel understood (or excited about a solution to their problem, or hopeful about fabulous ROI)… if the logic doesn't justify their decision, it will all fall flat as soon as the moment passes.

Getting the logic piece right

You might be surprised to learn that where most sellers trip up is in the logic piece. If people buy with emotion and justify with logic – what logical pieces are needed most?

It’s NOT the logic of how the features and benefits of your product will make their life better. Bo-ring.

It’s NOT in the logic of future-based ROI. (Your calculator will seem amazing in the moment, but later it’ll seem like a fantasy.)

Instead, the logic piece is a factual, reality-based understanding of their current-state business

problems. Which can only be calculated through careful discovery and analysis. For example, how much are they losing currently in customer attrition, or lost leads, etc.?

Then, calculate their desired outcome in the future. What is the quantifiable gap that lies between their current state and future state? This is the cornerstone of Gap Selling. It’s objective and measurable.

How the balance helps buyer and seller

Without empathy for your buyer’s current situation, you miss the biggest opportunity to facilitate change: because people are emotionally motivated to get away from a current state problem. Emotion vs. Logic: how to balance them out.

But after discovery, emotions will subside. If there’s no logic to back up (justify) a decision to buy, there will be no sale. That’s when buyers ghost – and decide not to make a change at all.

Without sound logic to make a change, buyers will be guided by emotion alone. One of the most predominant emotions of all is the fear of risk and loss. Which means sticking with the status quo.

"Emotion vs. Logic: how to balance them out."