CHAPTER 9

The Psychology of Business

Sometimes being the only one that isn’t desperate to be noticed is what makes them pay attention.

Morley, LA Street Artist

Psychology, as it applies to business, identifies how and why people make decisions. Applied psychology helps you quantify the hierarchy of relationships; determine the most effective strategies in marketing, selling, and dealmaking; and identify how to effectively communicate with your team, your clients, and your network connections. It allows you to motivate others and maneuver people to act in your best interest.

Understand and appeal directly to what the potential customer is getting out of dealing with you, and what triggers them to respond positively to you. If, for example, you ...

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