One of the realities of our global, digital sales world is that buyers have more options and easier access to those wider choices than ever before. What this means for businesses and their sales reps is that the objective and measurable differences, such as specific features or time to delivery, frequently aren’t strong enough to lock down a sale – other companies in the marketplace have similar offerings. That means it often comes down to subjective, Emotional factors. In fact, the Journal of Consumer Research and others consistently report that 50% of all buying choices are made on emotion.