We justify our emotional decisions to buy with logical reasons.  So why do so many sales people try to sell complex, high-value solutions to C-suite executives almost exclusively on logic and rational arguments?

Telling your customer that you think your product is great is nowhere near enough.  Extolling the virtues, facts, figures, features and functionality of your solution is simply too much to comprehend, too overwhelming.

To win you need to position your solution as customer-centric.  It has to feel ‘real’ for your customer; they need to know that you understand what’s important to them – you must tap into the unconscious need.

That’s how you beat your competition.