Every purchase is emotional at its core. Logic only enters after the fact.
That’s why you can’t explain luxury purchases with reason. People don’t buy designer bags, cars, or jewelry because they “need” them. They buy because it feeds a feeling — identity, confidence, validation.
This is why your sales pitch must first appeal to the heart before it appeals to the head. Until someone feels the product, no amount of data will close them.
In sales, emotion is the spark. Logic is just the backup.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).