People Buy Based on Emotion then Justify with Logic

The following is a chapter from my first book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical. The words you use evoke images and feelings, which influence behavior. That's why it's so important to not only consider what you're going to say, but how you say it.

In sales it’s common to hear, “People buy based on emotion then justify after the fact with logic.” If you’re in sales this isn’t a newsflash, but it is worth exploring a little more because the implications go beyond sales and onto your ability to influence people.

Feelings are incredibly powerful, and no matter how much we’d like to believe we’re rational creatures who occasionally act emotionally, the truth is we’re emotional beings who occasionally act rationally. Economists would have us believe people always act in a rational manner, trying to maximize gain and minimize loss. However, if you’ve read Predictably Irrational or The Upside of Irrationality by Dan Ariely then you know most of the time we don’t act in rational ways, and we don’t always seek to optimize our gains and minimize our losses.

Why is this so often the case? Because of how our brains are wired. When I say “elephant” a picture of an elephant pops into your mind. Your picture might be an African elephant with tusks, a smaller Asian elephant without tusks, the lovable Dumbo, or perhaps an elephant toy you played with as a child. Whatever the case, you have an image in your mind because humans translate words into pictures.

Next in the process come thoughts and feelings. You may think-then-feel or you may feel-then-think. Your image of an elephant might generate certain feelings for you. Perhaps you had memories of a movie with an elephant, maybe you thought of a trip to the zoo, or perhaps you had nostalgic feelings because of a toy you played with. Your thoughts created an image which led to more thoughts and associated feelings.

Your feelings drive much of your behavior. So, the process goes like this: words create pictures, pictures lead to thoughts and feelings, and that culminates in actions. This means the words we use can make a big difference when it comes to influencing people’s behavior.?

During a skills workshop for salespeople we examined the process in this way: I put a few word pairs on the screen and asked people questions:

• Which do you prefer: buying or owning?
• Which appeals to you more: spending or investing?
• Would you rather buy: a cheap car or an inexpensive car?

If you’re like the vast majority (more than 90%) who took my online survey, or participated in my workshop discussions, then you prefer owning things, investing your money and you’ll buy the inexpensive car, not the cheap one. Why are the results so lopsided? Simple, the preferred words translate into more positive feelings even though in each case both words convey the same idea.

People typically prefer to own something rather than buying it because owning elicits the pleasure of possessing and using something while buying conjures up images of pulling out their wallet to pay. The smart salesperson will talk about the benefits of owning their product and avoid using the word “buying” whenever possible.?

When it comes to investing vs. spending people prefer investing because they see it as a way to grow their money. On the other hand, spending feels like they’re sending their money away forever. If you’re discussing budgets you’ll have a better chance of getting line items approved by talking about “investing in” as opposed to “spending on” because it will subtly get your budget committee more focused on potential return.

Last, cheap invokes thoughts of poor quality but inexpensive simply means something doesn’t cost too much. The unsuspecting person trying to sell their car only hurts their chances to make the sale when they advertise the price using the word cheap.?

How can you Influence PEOPLE? Remember words ? pictures ? thoughts and feelings ? behavior. With that understanding, pause to consider your audience and message. What will they think and feel because of the words you use? Sometimes all it takes is moving a few more people to action to ultimately make a big difference. A few extra sales could be the difference in being #1 instead of #2, winning a trip, or earning a bonus.

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at?Influence PEOPLE. An?author,?TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers (CMCT) in the world, Brian was personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book,?Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by?Book Authority. His follow-up,?Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book,?The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to apply influence concepts at home and the office.

Brian’s?LinkedIn courses?on persuasive selling and coaching have been viewed by more than 500,000 people around the world!