Emotional Certainty vs. Logical Justification

Why You’re Losing Sales Without Realizing It

You’ve heard it before: “People buy emotionally and justify logically.”

But here’s the problem: Most salespeople hear this, nod along, and then immediately get it wrong.

They treat logic and emotion like partners—two equal players working together to close the deal. That’s a mistake. Logic doesn’t close deals. It’s not the driver. It’s not even in the pas…