CHAPTER 16
The Peak/End Rule of Sales
It’s time to add a little more science to your selling. You’ve probably noticed that I have referred to various scientific studies and surveys throughout this book. My objective is to help you understand the logic and science behind how buying and selling work. At the same time, I want to challenge you to think differently about how selling and buying fit together and about how you should integrate this new knowledge into your own sales efforts—especially in how you plan and execute your sales strategies with your customers.
Now for something that will really transform how you think about your selling process.
Daniel Kahneman is a Nobel Prize–winning economist who is famous for his work on decision making ...
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