Emotional Decisions, Rational Justifications: Why Logic-Based Training Misses the Point
Traditional sales training assumes that buyers make rational decisions based on logical evaluation of features, benefits, and ROI. Training therefore focuses on building compelling logical cases: articulating value propositions, calculating return on investment, presenting feature comparisons. This assumption is fundamentally wrong. Cognitive science and neuroscience have conclusively demonstrated that humans make decisions emotionally, then construct […]
