Determine what will motivate customers to take the next step. This is where the magic happens.

By understanding how people make decisions, you can infuse the magic of emotional engagement into your experience and get them to take that next step by feeling safe, secure and confident in their decisions.

Why do people make the decisions they do?

We have been taught to believe that people make decisions based on facts, needs and benefits, especially in business to business purchases. And I’m going to tell you that it’s all a bunch of hooey.

In theory, customers are successfully acquired because they offer a product that has the features customers want described with a clearly communicated value prop and persuasive messaging.

But this isn’t always true. There is a single, underlying reason why people choose to buy—or not—from you. And it’s based on how they are feeling about your product, about their decision, and about how this will improve their life.