A couple of days ago our refrigerator conked out.
A repairman showed up today to take a look. The verdict? We’d need a new freezer coil. The cost was close to $1,000 and would take almost a week to get the parts.
A new refrigerator was about $2K. And that’s the option I chose. It will arrive tomorrow. Logically, I could have saved more than $1K if I’d chosen to get it fixed. But emotionally, I didn’t want to be without a fridge for a week, perhaps longer. The discomfort of that was worth avoiding even if it meant paying $1,000 more.
All buying decisions are emotional, not logical
When a client decides to work with you, they may justify it logically, but ultimately, they chose to get your help because of how they feel about you and their situation.