The Role of Emotion vs. Logic in Sales: What’s Your Experience?

"Harvard professor Gerald Zaltman found that 95% of purchasing decisions happen in the subconscious mind - driven by emotion, not logic" Hi all, was wondering in your own sales experience, do you find the above to hold true or is a more objective/logical approach to sales more effective (I'm an engineer by trade so I tend to lean more towards the raw logic side of things but I definitely see an argument in favor of the whole emotion driven consumerism approach)