It’s Not About Logic

Jonathan Farrington is a sales professional whose excellent blog I just discovered.  You’ll find lots of interesting stuff there, but one article caught my eye in particular:  The Twelve Golden Principles Of Selling

I especially appreciated number 7: 

Principle 7: – You Cannot Rely On Logic

• 84% of all buying decisions are based upon emotion - not logic

• What are the chief buying emotions? - Ego - Security - Pride Of Ownership - Greed - Health - Prestige – Status - Ambition - Fear Of Loss

Emotion plays just as much in small business owners’ decisions as anyone elses.