However, if you skip making the logical case and focus strictly on creating emotional certainty, it won’t do the trick either, because the logical mind serves as a human bullshit detector. It stops us from being swept away by our emotions if things don’t add up logically. In consequence, if you want to close at the highest level, then you’re going to have to create both types of certainty—logical and emotional—which is precisely what you’ll be doing as you move your prospect down the straight line, from the open to the close.
