Most of us think logically (some more than others). But the fact is that people buy emotionally not logically. Logically I should drive an economical car to commute to work. But if I worry about status and “feel” more successful in a Mercedes, I would abandon logic and spend more money each day to get to work. When your prospect seemingly makes an illogical decision to go with a competitor, it may be because you ignored some pain indicators the prospect gave and focused more on the logic of why your product or service was better. If a prospect for a car is more concerned about how he feels in the car he drives and believes what others think of him will be affected by what he drives, then the only logical thing for the salesperson to do is to sell the client a Mercedes even if objectively “logic” would dictate the prospect should buy something more economical.
