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Anyone who has ever worked in sales can tell you that sometimes despite rock-solid logic and perfect timing, deals can still fall apart. Why does this happen? The answer is simply that humans are emotional beings and that we buy based on emotion, not on logic. We need to feel a certain way about a choice before taking action.
Need proof? Years ago, a neuroscientist named Antonio Damasio conducted a study on people with damage in the section of the brain where emotions are created. Everything about these people was completely ordinary except for one thing: they could not feel emotion. When these people were asked to make a choice between two fairly similar options, they simply could not do it. They could verbalize the pros and cons of…READ MORE