Logic usually shows up after emotion has already signed the contract.
Remember when, as a teenager, you walked two hours just to “accidentally” run into someone you liked? You spent your entire allowance on perfume. You wore a thin jacket in winter, just to look good.
Nothing changed.
Business doesn't work any differently. The stakes are just higher.
Your client doesn't choose the most logical offer. He chooses the company that makes him feel safe in the first few seconds, then looks for numbers to justify a choice he's already made.
His brain decides emotionally. His mind just writes the report.
The question is what he feels before he even starts thinking.
Emotion over Logic