Move from the rational to the emotional to sell value

By Art Seifert, Glatfelter Insurance Group on November 22, 2016

Buyer use gut reactions

Very few purchases are made based on rational thought. Daniel Kahneman, the Nobel winning economist known for his work on the psychology of judgment and decision-making, put an end to the idea of “rational” acts. People should make purchases based on reason, but more often purchases are made based on bias and emotion. Our reptilian brain, which is responsible for species-typical instinctual behavior, makes all decisions based on emotion and uses our reasoning facilities to justify decisions already made.

So if people buy based on emotions, what can you do to increase your hit ratio? 

When you talk about coverage, make a point to tell stories about claims denied by companies, despite policy language that suggested there was coverage. Back those stories up with positive ones about claim service above and beyond what the policy says it covers. Remember, you need to engage your prospect’s emotions. Go for it, building your story with emotional appeal…cheap isn’t necessarily the least expensive.

Art Seifert, Glatfelter Insurance Group

Arthur is a fitness enthusiast, a grandfather, philosopher and possessor of a wretched wit.


The information contained in this blog post is intended for educational purposes only and is not intended to replace expert advice in connection with the topics presented. Glatfelter specifically disclaims any liability for any act or omission by any person or entity in connection with the preparation, use or implementation of plans, principles, concepts or information contained in this publication.

Glatfelter does not make any representation or warranty, expressed or implied, with respect to the results obtained by the use, adherence or implementation of the material contained in this publication. The implementation of the plans, principles, concepts or materials contained in this publication is not a guarantee that you will achieve a certain desired result. It is strongly recommended that you consult with a professional advisor, architect or other expert prior to the implementation of plans, principles, concepts or materials contained in this publication.

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