I know what you’re thinking: “But Desiree—my solution is not the same as all the others! We do [X] differently! That should be obvious to our buyers!” 😤
Dear reader, I know you know why your solution is right for them. But your buyer doesn’t believe that based on some words on a screen.
You need to step up and lead your buyers toward decisions, not just throw information at them.
As sellers, it’s easy to forget that most prospects won’t connect the dots on their own. They need you to connect the dots for them. That’s how you drive buying decisions.
Buyers are educating themselves more than ever, but they’re not just looking for information. They’re looking for clarity, confidence, certainty—things that require a human connector.
They could have all the data in front of them and still want to talk to someone.
They want someone to tell them the right thing to do. As an expert in your field, you know the right thing to do—so just tell them.
Remember: Sales requires a transfer of confidence from the seller to the buyer.
And confidence is a feeling, not a data point.
How to sell with less info, more emotion
Most buying decisions aren’t based on logic.
Author Simon Sinek says: decisions are made with emotion first and information second.
People make decisions based on their gut, instincts, intuition—whatever name you give it, it’s the intangible feeling of something “just feeling right.”
Afterward, we try to rationalize our decisions with all the data, but the data just becomes a tool to justify a decision made in our gut long before then.
Here’s how to tap into the emotional side, not the logical side, of your buyer conversations:
“Here’s what’s right for you. Here’s what’s not. I’ve seen this before. Let me help you make the right call.”
A few ways to transfer your confidence to the buyer:
✅ Show up to the call with energy and enthusiasm. If you look like you’re just going through the motions, they’re gonna leave feeling nothing.
✅ Set the tone early: “By the end of this call, you’ll know if this is a yes or a no.” Promise them clarity, not just info.
✅ Don’t let the buyer run the call with random questions. You need to ask the most important questions—because whoever asks, leads.
Sure, we all fantasize about a set-it-and-forget-it sales cycle that doesn’t involve the je ne sais quoi of human emotions, but let’s be so real here: As long as humans are buying, we’ll need to appeal to their emotions first, logic second.
The best sellers show up with real expertise, conviction, and say: “I’ve got you. Let’s figure this out together.”
⚡️Get Dialed-In
Before you send another email or make another call, ask yourself:
Am I giving them information… or am I giving them confidence?
