BRX Pro Tip: How People Make Decisions
Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, today’s topic, how people make decisions.
Lee Kantor: [00:00:09] Yeah. This is a little secret that top sales people do, and I thought we should share it with other people. But the way people make decisions is, first, they do it emotionally and then they justify them rationally. And a lot of salespeople get hung up on the facts and figures of things. But that’s not how most things are bought.
Lee Kantor: [00:00:29] People buy kind of the why, and then they rationalize the facts behind it. So, that’s why when you’re selling, you have to get to the emotional points of the story. You have to share the mission. You have to share the why. You have to share the feelings that the prospect will feel when they use your solution. Focus on that. Spend most of your time talking about that.
Lee Kantor: [00:00:51] Once the person viscerally believes that you can make them feel a certain way, then you deliver some facts and figures that your prospect needs to kind of justify the decision that they already made. And maybe they’ll show it to somebody else in the company that gives them cover for the decision. But always sell first around emotion, then add the facts and figures to justify the decision that they already made.
