Many business owners still believe that if they just present enough facts, customers will buy. It’s a lie.
People rarely buy with facts. They buy with feelings. Then they use facts to defend the decision they’ve already made emotionally.
This is why luxury brands thrive. Nobody buys a ₦200M car because it’s the “logical” choice. They buy it because of how it makes them feel.
If your sales process focuses only on logic, you’re missing the real driver of decisions: emotion.

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).