I find the current presidential campaign interesting from the sales standpoint. We know that people buy based on emotion and then find the reasons to justify their purchase, but we also know that if we want to keep a customer, their emotional need must be satisfied for the long term. We need some emotional intelligence to understand whether the emotions are based on fact or irrational fear.

If we merely provide a solution based on that irrational fear, once the customer realizes that the facts don't justify the fear two things will happen. They will realize that they've made a mistake, and they now own something they don't want. Worse yet, it's not their fault for making the purchase - it's yours for allowing it to happen in the first place.

Take the time to understand the facts behind the emotions and provide a solution that makes sense for the long term. You'll both be happier.