If you haven’t yet noticed, the internet has changed the selling environment. Prospects complete 57% of their research on a product or service before they engage in a conversation with a sales rep or vendor. And then what happens when they do talk with you prepared with the facts and data they gathered in their research? Too often we, as salespeople, then focus the conversation on logic to build on those facts.
This doesn’t sound like a bad approach, does it? But do prospects REALLY make their decision solely on facts and figures? No.
Though some prospects do revert to checking their facts and information carefully weighing out pros and cons, the vast majority of purchase decisions are made first with emotion and perception and then supported with logic. Think about your own purchases in the past month, how many were bought for an absolute need and how many because you wanted the item or service? As much as I believe I need my new Lexus RX350, having a luxury SUV is based on emotion.