Resistance to a sale is often countered with additional patient education, assuming that more information will lower the barrier to a sale. In reality, many of our purchase decisions are not driven by what we KNOW about something, they’re driven by what we FEEL about something.  

Fear, excitement, anticipation, trust, safety, confusion, curiosity, and certainty are some examples of emotions that influence our purchase decisions. Research shows the overwhelming majority of our decisions are primarily driven by emotions, not logic. 

In this episode we explore some of the not so obvious reasons people resist making a purchase, along with strategies to counter these situations.