Every great story has a rise, a climax, and a resolution—and your sales appointments follow the exact same arc. The problem? Most salespeople stop telling the story right at the climax—the price reveal. In this episode, Sam shows you how to guide buyers through emotion, logic, and back into emotion to get them unstuck and ready to move forward.

What You’ll Learn in This Episode

• How the sales appointment mirrors a story arc
• Why buyers fixate on price (and how to redirect their focus)
• The 70/30 rule: pain vs. pleasure motivation
• How to use the Emotion → Logic → Emotion sequence to prevent buyer’s remorse
• How to close the story and lead buyers back to their “why”

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Final Thought

Price is the climax of your sales story—but it’s not the ending. When you re-anchor emotion after logic, you finish the story, prevent buyer’s remorse, and turn hesitation into confidence. Remember: logic builds comfort, but emotion builds commitment.