If you’ve ever had the opportunity to sit on the listening-side of a role-play, or act as an observer or manager while an eager account executive makes their pitch, you have likely witnessed that pivotal moment when a flawless presentation slides into pointless monologue. It is like the rise and fall of a well-orchestrated opera, when the prospect is sending all kinds of positive signals… but the sales person presses on with their argument. (They have a lot invested in the preparation of this presentation… and they’re going to darn well deliver it.)
I think it's a stretch to say that people buy mostly on emotion as opposed to logic. There may be some truth to it, but I think there's a better way to think about the buying process.