opportunity 86 of 150 We all like to think that we think rationally. The fact is, however, while rational thinking or assessments are important, they are rarely enough to deliver optimal sales. No one ever purchased a Ferrari on the basis of a careful consideration of the facts associated with the vehicle. These vehicles are […]

opportunity 86 of 150 We all like to think that we think rationally. The fact is, however, while rational thinking or assessments are important, they are rarely enough to deliver optimal sales. No one ever purchased a Ferrari on the basis of a careful consideration of the facts associated with the vehicle. These vehicles are purchased for almost entirely emotional reasons. The same is true for many fashion brands, alcoholic beverages and, indeed, major purchases such as the family home. The truth is, emotions are a key driver in almost all purchases. Contrary to what some have suggested, however, emotions are rarely enough. It is also important to address the facts, and recognise the role of cognition, when purchasing that Ferrari or any other product. If the facts do not stack up after the purchaser had make the emotional decision, then the purchase might not proceed. Having fallen in love…