When you are selling your association products, whether its membership, sponsorships, or exhibits, are you connecting with your buyers at an emotional level, and not just at a rational level? As consultant Alan Weiss advises, “Logic makes you think, emotion makes you act.”

When I do software demos with my clients, following the demos we’ll do a debrief on what the client thought. It is not unusual to hear something along the lines of: “I really liked the product but I hated the sales guy and his sales pitch.” And very often that’s enough for a client to look at another product rather than choosing a product that they really like.

This isn’t logic, this is emotion. But it’s very, very important. Because emotion makes us act.

So when you “sell” your products to your customers, are you reaching them emotionally, or only pushing logic?