Most (not all) buying decisions are based on either covering our backside, or positioning ourselves favorably in the eyes of others.

No one wants to be known as the person who bought on the dud supplier that ruined production. As such, many people stay with the status quo even when they know it’s not working.

Similarly, we want to be the person who looks great in front of our colleagues. This causes some to make buying decisions based on how good they will look when it all comes together.

What is common between these two? They are both based on emotions.

No amount of logic will convince me to take a risk if the emotional side is not covered off.

Are you covering off emotions with your buyers?



This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”. To find out more or to purchase copies of this book click here