Why Logic Never Wins a Sale (and What Does)

Salespeople love logic.

Benefits.

Features.

ROI.

Charts.

Comparisons.

But logic doesn’t move people.

Emotion does.

Logic explains a decision.

Emotion creates it.

And trust is what gives that emotion permission to speak.

The 5 Types of Pain That Drive Every Buying Decision

After 46 years in sales, I can tell you there are only five pains that move people:

• Financial pain

• Emotional pain

• Social pain

• Time pain

• Career pain

Every buying decision comes from one or more of these — not the “problem” the client says they have.

Your job is to uncover which pain is active…

and how intensely it's being felt.

Shallow Pain Creates Hesitation — Deep Pain Creates Action

Some pain is distant and abstract.

Some is immediate and unavoidable.

Shallow pain creates polite conversations.

Deep pain creates buying decisions.

If you want a prospect to move, you must uncover the pain behind the problem.

And that requires trust.

Why Trust Matters More Than Technique

Trust is the emotional permission the prospect gives you to explore what’s really going on.

Without trust, they stay on the surface.

With trust, they open up.

And when they open up?

You finally uncover the reason they need you.

That’s the moment the sale is won.