Buying is an emotional decision. People buy emotionally and then justify their decision intellectually. For proof of this look at the advertising business. Michelin Tire Company became the number one tire company in the world when they put that baby in the tire. People who buy Michelins are not buying four-ply vulcanized rubber. They are buying trust, safety and security, all of which are emotions. Those are some of the same emotions people rely on when they buy anything.

Here are some statistics for you. All studies of human motivation conclude that people buy from people they trust and respect. As much as 50 to 80 percent of the reason people buy anything has to do with trust and respect. When people buy your product, chances are that they don’t fully comprehend the technical aspects of what you sell. What they do understand is that they feel comfortable, trust and respect the person they are talking with. The greatest skill any sales professional can develop is the ability to connect or bond with the prospect emotionally.