Mark Osborne argues that B2B decision-makers buy on emotion first, then justify with logic. Most pitches skip the emotional hook and go straight to features, which is why they fail. Build personality into your pitch or watch your prospect rationalize their way to a competitor.
And sort of creating that personality. So often in B2B, we build so much of our argument or our pitch or our presentation on the logic behind what it is that we're selling. And we forget that even though people, you know, are on the other end of the decision, people are kind of emotional animals. And the emotion of the sort of decision maker is as important as the logic of your pitch. And in fact, most of the time people make decisions based on emotion, and then they justify why they made that decision by cherry-picking out some logical
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
