One of the things about buyer behavior that is often played wrong, is thinking that logical arguments and facts are the key drivers to getting people to buy.
But it's not that way at all.
Speaking from experience as a Tech Founder, I was mathematically trained, and used to go out there and show off all the formulas and the cool stuff under the covers as my primary way of selling. And it was all very logical explaining how it works and what it did.
Guess how many sales I made in those early days?
Pretty close to none.
And it took me a while to realize that the buyer doesn't actually care about that stuff. It's actually about what is emotionally important to them and it may be something totally irrelevant to our solution.
Taking that further, if you look at the research, it's actually pain that is a big driver in decsion making.
Research has proven that pain is twice as much a driver for people making decisions.
And here we are, when we are the uninitiated thinking it's all about our solution, all about the technology. “Look how cool this is.”
And not spending time to find out, "Where's the pain, and how can we fix it?"
So think about the pain.
Understand the pain.
Work out how we can help heal the pain.
Then and only then address the logic of the solution.