The Power of Why: Logic vs Emotions


Most successful companies typically hold regular team meetings for their sales and marketing teams. These meetings are designed to both motivate, and sharpen the skills of their team so that they can stay ahead of the curve when selling the product. If you have sat in on a meeting like this, you have probably heard the common phrase “People listen to logic, they buy because of emotion”. Is this phrase 100 percent true?

In my opinion, Not entirely.

But there is a great deal of truth to it. In actuality you’re going to need a bit of both if you want any sort of consistency.

I have seen both approaches have success when applied by the right kind of personalities. Some people seem to naturally do one better than the other. I truly believe that the key to having consistent results is to have a healthy mix of both.

Think about it, nobody is going to buy something simply because you shared a few heartwarming stories with them and that’s it. Just like nobody is going to buy something simply because you showed them a few graphs or spewed out a few statistics. Doing either of these things never addresses the above-all-important factor: THE WHY. Why is this product for them? Both approaches are an attempt to address this.


Appealing to someone’s logic is an incredible tool. A good salesperson will use this approach to educate the buyer on all the nuances of the product, and on all the things they don’t know. You can showcase how wonderful your product is; even favorably compare it against competitors. This is a great way to get the buyer interested in your product.


However, if you relying solely on this to make the sale, you end up with a lot of “We are going to have to think about its”.  Reason being is because without appealing to a buyer’s emotional side, you have failed to show them how buying your product is going to make things better for them personally. Why it is going to make them happier than they already are now.


The truth is people do buy because of emotion. Appealing to a person’s emotions is the strongest tool there is. People don’t buy things from people they don’t trust. Period. This strategy allows you to make a friend, a personal connection, one that you can use to help bring a buyer’s walls down. Making a friend is wonderful. After all, you can never have too many.

That too doesn’t mean that your new friend is going to buy your product. If you didn’t give them any real reason, other than your charming smile and stories, and skimped a bit on the product itself, than you aren’t going to make a sale.

This all may sound pretty simple and obvious to you, but it really is trickier than it sounds. Many salespeople, and major companies for that matter, have fallen right on their face because they couldn’t effectively use these strategies to get their buyer’s to the almighty WHY.

Microsoft’s Blunder

The best example I can think of is when Apple’s iPod was battling with Microsoft’s Zune for domination of the rapidly emerging MP3 player market.

If you can, think back to the marketing strategies behind both products. Apple had positioned themselves to the public as the innovators of the future. The iPod was the next step in the evolution of technology. They made it seem to any logical person that this was the best product that had ever been created. They didn’t stop there either. They had commercials and ads with dancing silhouettes of people, even babies, jamming out listening to songs on the iPod. They were giving us limitless fun in our pockets.


Now if you look back Microsoft’s Zune, well they took a different approach. The Zune was actually a superior product to the first iPod in almost every imaginable way. It held more data, more songs, was easier to download music with etc… Where they failed is that their marketing was simply based on that alone. Their commercials were of a Zune front and center atop a green screen background. They stated the capabilities of the Zune. The stats of what it did. That’s it.

Fast forward twelve or so years, Apple still makes the iPod (as well as the iPhone), and the Microsoft Zune is a barely distant memory. Apple showed us how happy we would all be, and why we needed the iPod. That is why we all bought it, and that is why they won.

So the next time you make a sales call, keep the WHY close in your thoughts.

There you have it. Hopefully you all enjoyed this article, and took away some ideas on how to better your sales strategies. Don’t forget to mix it up!

Article authored by Lawson. Lawson is a top performer at his company and will be contributing articles in-line with his sales expertise. 



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Author: Jason Karaman

Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to

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