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For Impact | The Suddes Group

Daily Nuggets: A For Impact Blog

People buy on emotion and justify on logic.


The late great sales trainer, Zig Ziglar, used to say, “People buy on emotion and justify on logic.”

This is true whether you’re fundraising for a capital campaign or completing a Series-A-funding-round for a start-up venture.

People buy on emotion and justify on logic.

Adding to this insight, in recent years, advances in neuroscience have helped us to understand that the brain processes meaning before detail

  • Start with the WHY (in everything). Why is your organization important? Why does the funder care? What’s important (meaningful to them)?
  • We (as salespeople) need logic and details BUT those details are maximally effective only when they flow from an emotional connection.
    Note: This is even true when selling to CFO’s!
  • Connect. ENGAGE! Around meaning.
    Then, through the power of engagement (e.g. asking questions and listening to the answers) you can provide the right logic and detail, tailored to each prospect.