In today’s edition, we explore the hidden driver behind why people say yes. It’s not always about price, features, or logic, it’s about fit. Using the story of buying shoes that just feel right, I’ll show you how to align your offer emotionally with your buyer, so you close more deals. Let’s dive in.

Hello Reader,

Have you ever tried on a pair of shoes that just felt right?

I’m talking about those shoes that slip on easily, hug your feet perfectly, and somehow just click with you, even if they weren’t the cheapest or the flashiest option.

There’s no logic behind it. You don’t pull out a calculator and analyse the cost per wear or compare features. You just know it’s the one.

That feeling is what makes people say yes.

What buyers really decide on is “fit”… emotionally and experientially.

This goes far beyond price or product specs.

People buy from you when your offer feels like a natural, comfortable, and confident choice for them.

Imagine a buyer evaluating your product or service. They have concerns, doubts, competing options, and a sense of risk. Logic tries to wrestle with all that, but emotions often tip the scale.

If you want more “yeses,” you need to focus less on selling and more on fitting your offer into their world.

Why does “fit” matter so much?

1. People buy on emotion, then justify with logic: Some experts believe that 95% of buying decisions are subconscious. The gut feeling comes first, and then the buyer rationalises it. If the offer feels right, the buyer will find reasons to say yes.
2. Trust and rapport build fit: When you listen, empathise, and understand their needs, buyers feel you “get” them. That emotional connection makes your offer a natural choice.
3. Buying isn’t just a transaction; it’s a relationship: Even B2B sales are people buying from people. Fit means your offer fits their values, aspirations, and fears.

How to make your offer fit the buyer:

1. Understand their world, and speak their language: Get curious about their challenges, goals, and emotions. Mirror their words and priorities when you talk about your solution. Show you’re not just selling a product but solving their unique problem.
2. Tell stories that show the experience: People remember stories, not features. Share examples of customers just like them who faced similar challenges and how your offer made their lives easier or better.
3. Demonstrate emotional benefits: It’s not just about “this software saves time.” It’s about “imagine what you can do with the extra hours.” Paint the picture of how their day, team, or business improves.
4. Remove barriers and reduce risk: Make it easy to say yes. Clear up objections, offer guarantees, or trials. Show you believe in your offer’s fit so much you’ll stand behind it.

People don’t say yes to your price or features first.

They say yes when your offer feels like the right fit for them.

That emotional fit builds trust, lowers resistance, and speeds up decisions.

So, if you want more yeses, stop focusing on pushing your product, and start focusing on fitting your product into your buyer’s world.

Try this approach on your next pitch or call and watch how much smoother the conversation becomes.

Here’s to finding the perfect fit,

James

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