We buy because of emotion, and we justify the decision using logic.

Good sales people identify the emotion driving their prospect, and then line up the “reasons why” the purchase is a good idea. They use logic to close the sale, but logic is not making the sale.

“Reason why” selling even worked with Captain Kirk on Star Trek.

Kirk was a hot-head, you will remember. He wanted to spring into action. Spock, the non-emotional, scientific Vulcan, deftly supplied his Captain the logic needed to justify the decision.

Get this: Spock was the consummate sales person. A pro. Kirk was not.

Most sales people who turn us off are selling from the Captain Kirk school of sales – all emotion, passion and pushiness.

The sales people we love, the ones we happily buy from, are from the Mr. Spock school of sales; they simply supply us with the logical reasons that support what we wanted to do already.

Be like Spock; supply the reasons why. It’s the logical thing to do.