marketing adds feeling to thinking

Business is so rational right? Decision makers combine numbers and facts to compute the most logical result, right? Wrong. Business is made up of people and people are not always rational; actually, homo economicus is a mythical being. This is where marketing can really support sales. Break down the buying process and understand the influences on each step.There is much more at play than just numbers and facts. Sure, price is often the biggest factor but few buying decisions are risk free and most are swayed by more complex, softer, intangible beliefs or expectations. How well a vendor presents themselves, how much confidence they instill, how much understanding they demonstrate, how easy they are to work with. Marketing can support sales here by helping structure and articulate arguments and ensuring they are presented professionally and cleanly. A brand can command a premium if it demonstrates value in the feelings it creates around the rational offer.