People buy on Emotion and Justify Rationally

Today, more than ever before, sales are made emotionally and justified rationally.  Oh, I know, I can hear it now, “Today we’re more sophisticated and have more information available to us.  I’m a rational thinker and do not make decisions emotionally.”  Baloney!


If you’re a busy small business person especially, you often don’t have the time to study the information available.  What you will probably do, however, is just enough research to find out if the salesperson is being forthright.  And that’s when the sale is made.


Assuming that you have a need for what is being sold, your decision to buy is inevitably based upon whether or not you believe the salesperson is being truthful.  The decision to buy, therefore, was emotional, “yes, I believe this salesperson.”  And like most of us, you’ll justify your purchase rationally: yes I needed that XYZ and that’s why I bought it.



Steve Stroum

Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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1 Comment

  1. Avatar Suzy on November 21, 2011 at 11:35 am

    It’s about time someone wrote about this.

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