The Inner Junkie

Every customer has an inner junkey and an inner janitor. Your rational self is going to come up with all hese reasons why the purchase should or shouldn't happen. It's often the gut, it's the emotional snap judgment that actually makes a buying decision. So if you're trying to convince someone to buy from you, ye have the rational justifications ready. But when you need to ask the question where they make a buying decision, make it an emotional question. Because the emotions are there.