![]() ![]() The interesting thing is that prior to 1978, almost no research was done on the impact of emotions on decision-making. There is a great deal of research to support the fact that emotion plays the principal role when it comes to making a decision. If you prefer to listen to a conversation about this topic on the go, feel free to check out SALES with ASLAN podcast episode 114 : How can we use this knowledge to help understand our customers and help influence their decision-making process? People typically don’t appreciate or understand the role that emotion plays in decision-making for B2B sales although those buyers are making large purchases for a business, personal emotions still hold a great amount of influence. This reality is generally accepted in the world of B2C sales, but the role of emotions in decision-making also holds true for B2B selling. In reality, however, emotions greatly influence and, in many cases, even determine our decisions.” According to an article by Psychology Today, “Most people believe that the choices they make result from a rational analysis of available alternatives. They use intellectual alibis to support the emotional decision they made. However, what many sellers don’t think about is that when it comes to decision-making, and particularly buying decisions, almost all people make an emotional decision and then justify it with logical reasons. A re you emotional or logical? Left brained or right brained? Task or relational? The answer for most of us is, of course, both. ![]()
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