There are people who insist we have to be logical when it comes to sales and marketing.

There are also others who say it’ll be more effective to go emotional with your messaging and approach.

The concerns of the logical camp are justified. There’s too much of a history of sharply dressed and attractive people going out and tricking people into sales with emotional appeals and gimmicks.

The business world is full of tales of woe and regret when sales people, marketers and business people overall have used appeals to greed, euphoria and other emotions.

This is the backdrop of many horror stories where thing have gone sour and the customer ends up with either buyer’s remorse, or buyer’s regret.

While it makes sense in some kinds of business contexts to overweigh the logical and downplay the emotional, we have to admit that there are other contexts where emotions have been the key driver for the customer’s purchase.

Most of us didn’t buy the diaper or food brand we use for the children because we used a logical spreadsheet to compare the pros and cons of one diaper over another.

Most brides don’t select a wedding photographer or a florist by using advatages and disadvanteges during the consultation process.

So should we be selling using emotion or logic?

Actually both are necessary because we are human with emotional and logical capacities and capabilities.

In fact in traditional sales circles we affirm that most people buy with emotion and justify the purchase with logic.

This is because emotion drives behavior in all aspects of human life.

What about people who are self professed to be entirely logical beings?

Logical people are just more EMOTIONALLY tied to the idea of being dispassionate and logical.

So just as with other areas of life, when it comes to sales, most of the times it’s not “either or”, it’s “both and”.

It’s not EITHER emotion or logic in the sales process, it’s both logic AND emotions in the sales process.

We should be looking for ways to engage both the minds and brains of our potential customers.