Matthew Gillogly explains why emotion matters in sales conversations, particularly when presenting regenerative therapy options against insurance-covered alternatives. He argues that how you frame choices emotionally shapes whether customers buy.
You have to have a proven script. Most people, what they do is they present the option of doing regenerative therapy, something like this. Well, you know, we could do these blocks or we could do corticosteroid or we could do this or we could do physical therapy. And those are covered by insurance. Or I had this thing that's not covered by insurance and the patient goes, how much? And you say $700 and they go, I'm not interested. I want it covered. Okay. That's not how it works. You have to remember is that everyone buys on emotion. Every single purchase you've ever made in your life is based on emotion. Right.
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