What's the difference between emotional and rational buying motives?
• Emotional motives: prompts prospect to act because of an appeal to some sentiment or passion; many buyers are guided more by feelings. Recognize cues such as body language, tone of voice, and emotive words.
• Rational motives: appeals to the prospect's reason or judgment based on objective thought processes (e.g. profit potential, quality of service, and availability of technical assistance, durability, saving of time, competent installation). B2B use this.