Today, more than ever before, sales are made emotionally and justified rationally.  Oh, I know, I can hear it now, “Today we’re more sophisticated and have more information available to us.  I’m a rational thinker and do not make decisions emotionally.”  Baloney!

If you’re a busy small business person especially, you often don’t have the time to study the information available.  What you will probably do, however, is just enough research to find out if the salesperson is being forthright.  And that’s when the sale is made.

Assuming that you have a need for what is being sold, your decision to buy is inevitably based upon whether or not you believe the salesperson is being truthful.  The decision to buy, therefore, was emotional, “yes, I believe this salesperson.”  And like most of us, you’ll justify your purchase rationally: yes I needed that XYZ and that’s why I bought it.

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