The typical sales process is misaligned with the buying process. Sellers often start with logical pitches about features, while buyers begin with an emotional evaluation (“Do I like you?”). This disconnect continues as sellers become emotional during negotiations, precisely when buyers shift to logic.
When a prospect inexplicably stays with a sub-par incumbent, it's not a logical decision. This choice is driven by powerful subconscious emotions like the fear of making a mistake, a lack of trust in the new salesperson, or a desire to avoid the conflict of firing their current supplier.
People make purchasing decisions based on subconscious emotions. They then construct logical reasons to justify these choices, primarily to maintain a consistent self-image and avoid the mental stress of cognitive dissonance. Salespeople must not only appeal to emotion but also provide this logical ammunition.