When we bought our last vehicle, I spent $5,000 more than I wanted to. All for one feature I’ve never used: 4x4.
I live in Arizona. I don’t go off-roading. And I’ve had the vehicle since September without ever needing four-wheel drive.
So why did I insist on it?
Because we have family in Colorado.
And even though we haven’t driven there in three years, I imagined a scenario. Heading north in the winter. Caught in a snowstorm. Two little kids in the back seat. In that moment, I’d want the extra traction.
It sounds ridiculous. But it felt important.
Sales Isn’t Always Logical. But It Is Always Emotional.
Buyers rarely base decisions purely on features, ROI, or logic. There’s almost always a deeper emotional reason driving the decision:
- Safety
- Security
- Hedging bets
- Avoiding regret
- Keeping options open
Your buyers might not say this out loud. In fact, they might not even be fully aware of it. But if you’re asking good questions, you’ll start to hear it between the lines.
Ask Questions That Uncover the Real Why.
If you want to close more deals and actually help people, you have to get beyond surface-level needs.
Don’t stop at:
“So you're looking for X?”
Instead, ask:
- “What happens if you don’t fix this in the next 6 months?”
- “What’s really at stake here for you or your team?”
- “Has something changed recently that’s driving this?”
Ask these questions with genuine curiosity. Tone is everything.
If done right, these questions don’t just increase your close rate. They build trust. They make you a partner, not a pitcher.
Final Word
That extra cost was about peace of mind, not practicality. Your customers are making those same kinds of calls.
Help them figure out why. You won’t just win the deal. You’ll win their respect.
