There’s a really funny fact about how human beings make decisions…
That fact is that human beings make decisions based on EMOTION, but they justify those decisions with LOGIC.
The reason why is because we live in a society which is in complete denial about this and it makes fun of people who make emotional decisions.
In other words, these three facts are at odds with each other in our daily lives:
- Fact #1 – Human beings are WIRED to make decisions primarily based on emotions and feelings.
- Fact #2 – Modern society tries to convince us that LOGICAL decisions are smart decisions and emotional decisions are STUPID.
- Fact #3 – Most people don’t like feeling stupid, they prefer feeling smart.
Can you see how this creates an issue?
You’re basically a human being, that is wired a certain way – essentially wired to make emotional decisions – and you’re living on a planet that as a society pretends that LOGICAL decisions are smart and EMOTIONAL decisions are stupid.
And the crazy thing is that we’ve all bought into this lie, and so how do we cope with it?
Well, the strategy for dealing with this that most people utilize is this:
- Make a decision about something…. emotionally, based primarily on your feelings.
- Gather LOGICAL facts about the situation to JUSTIFY the emotional decision you just made, and if anyone asks, produce those logical facts to “back up” why you made the decision.
Meaning, for example, if a go to a car dealership and I see this one car that just makes me feel AMAZING… like when I sit down inside of it I feel totally excited and exhilarated and I imagine myself driving that car and just feeling AMAZING inside it… I may in that moment make my decision to buy it.
Boom… the decision is MADE. My brain has already decided.
BUT, that doesn’t mean that I actually buy the car in that instant.
Instead, my mind goes into a pattern of thinking that sounds a bit like this…
“Okay, I fricken WANT this car. It’s SO NICE! Hmmm… but wait… I don’t even know what model this is… or how much it costs… or what the gas efficiency is, or what all the features are… hmmm… if I were to buy this right now without first figuring out all that stuff, and my friends and family saw me come home with this car and I didn’t know any of those things, they would make fun of me!”
So the sales guy walks over and asks you what you think about the car, and you pretend to be all LOGICAL about it…
“Oh, yeah…it’s a nice car… but what kind of gas efficiency does it have?”
And then the sales guy tells you that… and you PRETEND like what he’s saying plays into your decision, but in reality the decision has already been made, and now you’re just gathering “Facts”.
“Oh, that’s good right? Well, what kind of financing option do you guys actually offer on this?”
And then the sales guy tells you all about the financing options and why they are the BEST options for you…. and again you PRETEND like what he’s saying plays into your decision, but in reality the decision has already been made, and now you’re just gathering “Facts”.
We play this DANCE with the sales reps gathering FACTS, up until the point where in your mind you think to yourself “Okay… I *THINK* I’ve got enough facts gathered here, so that if I come home and one of my family members asks me about this or my brother in law asks me about this, I can throw all these facts at them and PRETEND like it was a totally LOGICAL decision that made total sense, and I THINK I’ve got enough facts here that they’ll buy it…. that they’ll believe that I made a logical decision, so that they don’t think I’m STUPID.”
We *ALL* do this.
Heck, when I bought THIS house that I live in right now, my wife and I DECIDED to buy the house about 15 seconds after parking our cars and walking through the front gate.
We walked onto the property and withing 15 seconds we looked at each other and smiled…the DECISION was already made.
At that point we hadn’t even seen the inside of the house!!!
We hadn’t seen ANYTHING…
… and of course, since it’s a HUGE decision to buy a house for almost a million dollars, we didn’t tell the realtor “We’ll take it.”
No, we went inside, looked around, I took a crap-load of photos, we then went home and thought about it, then we came back a second time for a second look, and then we compared other properties in the area, and then we got a house inspection so that we would have “Logical Back Up” to prove to anyone that may ask that this was a SMART decision.
Once we got to the point where we went through all the “Logical Back Up” in our minds to prove to us that this was a smart investment and a great house for us, we made an offer and bought the house.
And of course if ANYONE ever asked us about the purchase, like as to WHY we bought it, we would start talking about all the LOGICAL reasons it made sense. 🙂
That’s what people do!
How to Satisfy Your Client’s Logic Center
Okay, so if we know that clients make emotional decisions, but they back up those decisions with LOGIC, how do we deal with that?
Well, here’s the best way to look at the situation.
You’ve got this client in front of you… and you have to visualize them going home after making the decision to buy whatever it is you’re selling, and when they go home their annoying brother-in-law or sister-in-law is going to come for a visit.
And this client’s brother-in-law or sister-in-law is one of those people that is just really annoying and they like to argue and analyze every decision that the person makes to try to prove to them that they made the wrong decision – and that they acted on emotion and impulse, instead of LOGIC.
And YOUR JOB as the “Sales Person”, is NOT really to help your client make that decision —- because remember, they’ve ALREADY DECIDED!!!! —- your job is to simply give them enough “LOGICAL AMMO” to shut their brother-in-law or sister-in-law UP!
In other words, you’ve got to help them JUSTIFY the decision they’ve already made with logic.
So how do we do that?
Well, the interesting thing is that people actually have a hard time separating information into EMOTIONAL DATA vs LOGICAL DATA.
Meaning, if you’re telling the client certain information about your product, a lot of times the client doesn’t know if the information you are telling them falls under the “Logical” column or the “Emotional” column.
For example, going back to the car situation, if the sales person says “This car can go from 0 to 60 in 7 seconds…”
The client’s mind tries to process that and think “Wait…is that a good thing? Is that a logical reason to buy the car? Or is this an emotional thing?”
And if the mind doesn’t KNOW, then the information that you told the client just gets filed under the “Unknown” category in their mind, and that means that they don’t yet know enough LOGICAL information to justify their buying decision.
Now, here’s the challenge…
What if you’re TELLING the client certain LOGICAL reasons why the decision IS in fact a great decision for them, but their mind isn’t labeling that information as LOGICAL?
Well, when that happens, you can spend ten hours talking to the client and giving them a TONNE of “LOGICAL AMMO” to shut their critics up, BUT if their mind is not receiving that information as LOGIC, then it won’t work… they’ll WANT to buy the thing from you, but they just won’t have enough logical data yet to hold up to the scrutiny that they imagine they’ll be put through.
And here’s the bad news…
… if a client imagines having their decision scrutinized by someone – be in their husband or wife or brother-in-law or whoever – and they imagine FEELING STUPID… then in the majority of cases, they will NOT buy whatever it is that you’re selling, because the benefits of whatever you are selling don’t outweigh them feeling stupid!
So…here’s what you have to do…
- You MUST give your clients enough logical ammo / information to justify their buying decision.
- You MUST help the client REALIZE that the information you gave them falls under the “LOGICAL” category.
In other words, you not only have to give your client enough logical information to justify the decision, but you have to essentially POINT OUT the fact that this is LOGICAL information you’re giving them, when giving it to them.
Now, you can’t just say to the client…“Hey, Mr. Client… Since you’re a human being like the rest of us, and because I’m a sales professional that has studied human psychology, I *know* that you’ve already made an emotional decision to buy this car… and I know that you just need some logical facts to back up your decision so that you don’t look like an idiot in front of your brother-in-law…so here are some logical facts that you can use to shut him up.”
NO! Don’t do this!
Remember, the client is NOT just trying to hide the fact that they make EMOTIONAL decisions from their brother-in-law or their spouse…they’re ALSO trying to hide the fact from YOU!!!!
They don’t want YOU – the sales guy – to think that they are STUPID either!
So you have to play the game…
… you have to PRETEND like they are making a logical decision here…:)
So how do we do that?
How do we tell the client logical facts that they can use to justify their decision, while at the same time making sure that the client labels that fact in their mind as a “LOGICAL” reason to buy?
Well, interestingly enough, a lot of it has to do with language patterns.
There are certain WORDS and phrases that our minds are conditioned to listen for when trying to decide if the information is LOGICAL or EMOTIONAL.
So what are these words and phrases?
17 Phrases That Satisfy Your Client’s Logic Center
- Fact! (Then make your statement)
- Look, here’s the bottom line… (Then make your statement)
- Scientific Fact: (Then make your statement)
- Proven Fact: (Then make your statement)
- Listen to / Read these facts carefully: (Then make your statement)
- Here’s a(n) (interesting) fact for you: (Then make your statement)
- Absolute fact! (Then make your statement)
- This fact is verified by… (Then make your statement)
- Want more proof? (Then make your statement)
- Face it… (Then make your statement)
- This statement is supported by … (Then make your statement)
- Many studies have already proven that… (Then make your statement)
- The future will prove this fact… (Then make your statement)
- Studies will soon prove that… (Then make your statement)
- A new study by (insert who) proved that… (Then make your statement)
- Pure fact! (Then make your statement)
- Experts agree… (Then make your statement)
You’ll probably notice that a lot of these phrases use the word “fact” in them.
The reason for this is because the word “fact” is programmed into our minds in such a way that it elicits a pattern where you brain labels whatever information that is shared after hearing that word as FACTS and FACTS are logical.
Meaning, for example if I say this…
“This car has the best fuel economy…” your mind may or may not label that as a LOGICAL reason to buy the car… because it’s unclear whether or not this information is my opinion or if it is in fact the best car with the best fuel economy…
but if I say this…
“Want to hear an interesting fact? This car has the best fuel economy of any car in it’s class…” your mind is MUCH more likely to assume that this information is LOGICAL, and not an opinion.
It’s just what the mind does when it hears the word “FACT” injected into the sentence.
So, in order to HELP your client to be able to logically justify an emotional decision they already made, you MUST become aware of things like this and help them out by labeling your facts as facts!
Meaning, if you know some facts about the product you’re selling, and they are in fact FACTS then make sure you point that out to your clients mind by using these types of phrases.
If for example, the product you’re selling was just voted as the best product by such and such magazine or some experts did an analysis (ie. logical ammo), then SHOW the client this magazine or the proof and SAY to them “The fact that our product is the best in the industry has recently been verified by experts in this magazine…look.”
See what I mean?
Of course you never want to lie to your clients.
Don’t make up facts that aren’t actually facts!
There’s enough positive, logical truth and facts about whatever you’re selling, that you shouldn’t have to make up any lies!
If not, then don’t sell that product – EVER!
The fact that people make emotional buying decisions and justify those decisions with logic is one of those interesting things about human being that top sales people and top producers know, but most people don’t realize.
Most of us spend so much energy in life pretending to be rational, logical creatures, that we will often argue and say “No way! I don’t make emotional decisions! Not me…I’m all logical.”
LOL. Yeah, right.
You make emotional decisions just like I do…and then you back them up with logic.
The cool thing is that if we admit this, and we realize it, we can help a LOT of people to get the things they want in life — and of course make a lot more money as well ourselves — just by helping them out a little bit, by giving their mind the logical ammo it needs to justify their buying decision.
The truth is that most people already made their decision long before they spoke to you as a sales rep… or that emotional decision happened at some point in the conversation, but they’re still not going to buy from you if you don’t give them enough logical ammo to withstand scrutiny from the “LOGIC POLICE” waiting for them at home, or at the next family dinner.
So give the client what they need in order to justify their decision, by giving them the logical reasons why your product or service is right for them, and make sure you LABEL the information you’re giving them in their minds as logical reasons by using one of the phrases I mentioned above or something similar.