It's never 'Just Business'

In today’s edition, we explore why people buy emotionally, even in B2B sales.

While we often think B2B decisions are made based on logic, it’s still emotion that drives action. The small touches, thoughtful gestures, and meaningful questions can tip the decision in your favour. Let’s unpack why this matters.

A few years ago, I booked a hotel for my birthday.

Nothing fancy, just a weekend away to relax and celebrate with my wife.

When we arrived, I expected the usual: check-in, key cards, and a quick “enjoy your stay.”

But this time, something different happened. And it caught me off guard.

The receptionist greeted us by name before we even had a chance to give it.

When we got to our room, there was a handwritten birthday card on the table and a small cake waiting for us.

Here’s the thing: We never told them it was a birthday trip.

Somewhere in the booking notes, someone had taken the time to notice my date of birth, remember it, and act on it.

They didn’t have to do it.

And it didn’t cost much.

But it changed everything.

We didn’t just stay at that hotel. We felt seen.

We didn’t just pay for a room. We felt valued.

And we’ve booked with them three more times since.

Not because of the size of the bed, the number of pillows, or the cost of the room.

Because of how they made us feel.

This is just another feather in the cap to prove that people don’t buy on logic. They buy on emotion.

And the same is true with B2B sales.

In B2B, we love to convince ourselves that buyers make decisions based on facts, figures, ROI calculations, and procurement tick boxes.

But at the heart of all purchasing decisions is emotion.

Do they feel like you genuinely care?
Do they feel safe choosing you?
Do they feel like they’ll be supported, remembered, and valued if they say yes?

It’s easy to forget this in B2B sales, because we think we’re selling to companies.

But at the end of the day, it’s a person, or people, who make the decision to buy from you. And people buy from people who make them feel something.

So here’s what you need to remember…

Emotion makes the buying decision, regardless of the industry. Logic comes after to justify that decision. Don’t get the orders mixed up.

For example, a buyer might need to present a business case or compare proposals, but the real choice often happens before the paperwork hits their desk.

It happens when they feel a sense of trust, connection, or even excitement about working with you.

The spreadsheets come out later, mainly to justify what they already want to do.

This is why the little things and the questions you ask matter so much.

It’s the unexpected follow-up.
It’s remembering their child’s name or their favourite football team.
It’s showing up with a solution before they’ve even realised they had a problem.
It’s the type of questions you ask that uncover the truth and lead them to realisation.

Those moments are rarely mentioned in any sales playbook, but they create the emotional connection that tips decisions in your favour.

So the question for you this week:

What’s the small touch you can add to your process to make your prospects feel special?
What can you do (without being asked), to show them you’ve thought about them?

It’s rarely one grand gesture that wins the deal.

But rather, it’s the multiple little ones along the buyer journey that build trust and loyalty.

Never underestimate the power of making someone feel important.

Have a great weekend,

James

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