If You Can't Logically Explain Why Someone Should Buy, YOU Don't Understand Sales

That's rich.

Heard this gem today from a gooroo and literally choked on the air I was breathing.

What a wildly innapropriate thing to say.

This kind of sentiment is exactly why sales is harder than it has to be.

Because that statement could NOT be further from the truth.

In fact, it's so backward it's laughable.

What's ACTUALLY true is this:

If you can't logically explain why someone should buy, then YOU are the one who doesn't understand sales.

(Side note: if you're constantly “handling objections,” that's your first problem. Objections are just symptoms of a broken process upstream — a glitch in the sales matrix. Fix the approach and the objections vanish. But assuming you are dealing with one, let's move on.)

Here is the problem I have with the gooroo playbook:

We're obsessed with yanking on that emotional lever like our life depends on it.

Twist the knife. Build the gap. Make people “feel it”.

Buuuuuuuutt what if the emotion was already there?

Think about it.

They already booked the call. The wound is open. The question is whether we know how to diagnose it…or if we're just poking it to get a reaction.

To all my sales pros out there,

Can you actually answer anything your buyer throws at you — with the REAL answer?

Things like: -The history of the industry (why things are the way they are). - Common misconceptions buyers usually have. The alternatives and competitors (and their real strengths/weaknesses) - Typical timelines and milestones for success (and failure). - The costs beyond just the sticker price (time, energy, resources; and not just "it works if you work"). - What implementation/support really looks like day-to-day. - The mistakes most people make when starting. - What differentiates a good vs. bad fit for this offer. - How outside factors (regulation, trends, economy, tech shifts) affect results. - What success actually looks like in practice (case studies, benchmarks, lived examples and the actual success %).

Do you have a FIRM grasp on the good, the bad, and the ugly?

Do you have complete domain control over, not just the ability to stirr poeople's emotions., but WHAT you sell?

Because prospects are on the phone DYING for the offer to make sense to them.

They desperately want this to "click".

(Remember: People love to buy).

And yet it often doesn't —because too many reps are busy too trying to manufacture more feelings instead of just ensuring the buyer is fully educated.

Buyers don't respect theatrics. They respect the rep who can't be tripped up by an industry-specific question. They respect experts.

And here's anothing thing gooroos miss: sales isn't its own industry.

You're not “in sales.” You're in whatever industry your buyer is in — and if you don't know that world better than they do, why would they trust you?

The funny thing about that?

Being an actually expert in the field you're selling in (who doesn't use sales lingo or borrowed word tracks) IS what makes prospects FEEL good.

It is caliming to know that the person you are dealing with knows everything there is to know about what you're dealing with - inside and out.

So much peace of mind comes from knowing the rep has full command of the details.

Even more comes from knowing you have full autonomy and command of the decision, no blind spots, no unknowns, and everything just makes sense.

What you were feeling was legit, and the explanation proves it.

The lever to pull isn't emotion. It's education and clarity. It's making clear what the buyer already wants but hasn't had confirmed yet.

Buyers don't need us to create what they feel. They need us to prove it's real.