Why Buyers Behave Non-Rationally Buyers are not stupid. What they do makes perfect sense. They first use linear processes and statistical data to screen; they then make selection decisions emotionally. Clients decide with the heart, and rationalize their decision with the brain. Buyers don't just want a solution: they want to feel good about it. They want to sleep well at night, to believe that surprises will be resolved satisfactorily, and that the salesperson has the buyer's interests at heart. A service provider's trustworthiness is immensely valuable to a client. Clients will pay for that value--if only they can find it. Clients hate buying from the lowest-cost provider. They'd far rather buy what they have to buy anyway from someone they trust.