There are two paths you can go by ...

The brain is split into two hemispheres - each side roughly controlling one of two related yet separate processes in the interpretation of information the brain receives from the world around it.

The right side (know as the creative/visual side ) controls/creates the persons emotions.

The left side (the thinking/reasoning/auditory side) know as the logical side, determines the sensible actions a person should take.

During a typical sales transaction, the salesperson should always first address a persons emotional side (right brain).

Once that has been achieve, the potential buyer then only needs some reasonable logical excuses(left brain) to support their emotional response( right brain), in order to allow them to proceed with their impulse purchase.

If a sales person only appeals to a persons logical mind( RB); as in when a technician does the sales pitch; then, often even if the prospect is convinced that the purchase makes sense, they will still not buy - as they don't feel like it at that moment.

This often make leaves the technical sales person scratching their head ... 'that customer must be an idiot!'

Entering the next retailer, that sells the same item, a smart sales man sees the prospect admiring the product... and says- "isn't a beaut? I love them, their so cool...i can see you know what you like" waiting for the conformational response of - 'yeah - they are, and- yes i do!" the salesman closes the deal with," oh, and its so efficient, and whats more, its on sale atm !

sold!

The buyer got their emotional side affirmed , and then was given the 'logical' justification/excuse they needed to complete the deal.


ALWAYS APPEAL TO THEIR EMOTIONS FIRST;
then later, the logical reason to remove any doubt about the correctness of their emotional response