As a Star Trek fan from way back, I have always enjoyed Leonard Nimoy’s iconic character, Mr. Spock. Perhaps this is because deep down I wish that we humans were more logical creatures.

Over the years, I’ve observed that even our business decisions are driven as much by emotion as logic. On a personal level, think back to the last time you purchased a product or service for your business. Was the decision you made completely logical? I’d say no. In fact, I believe that all of us process our decisions through our emotions – it’s unavoidable.

If you’re skeptical, here’s some thought-provoking research to consider. At an annual meeting of the Radiological Society of North America, Dr. Dean Shibata presented his research findings based on an exhaustive study of the patterns of human brain activity during decision-making. Dr. Shibata’s study demonstrated that human decision-making processes are directly dependent upon emotions when the implications of a decision are perceived to have even the slightest personal impact.

According to Shibata, the findings of his imaging research support the idea that when people make choices, they need to feel the projected emotional outcome of each choice. If they can’t, they often become paralyzed and simply default to the status quo.

What about your clients? If they’re fellow business owners or executives, then few things impact them as much on a personal level as the health of their business or career. So, please know this, the decision to buy from you or your competition is an emotional one.

Is your sales process set up to guide clients as they think and feel their way through decisions? If you’re not sure, then I encourage you to develop a deeper and more personal appreciation of your clients’ journey during their buying process. By consistently cultivating this kind of understanding, you’ll be far better positioned to win the hearts and minds of the people you’re selling to.

Would you like some advice on how to create a sales process that gets better results? Reach out to me at [email protected] or 518-439-4439 and let’s begin the conversation.