It would be nice to earn fat commissions by selling ridiculously expensive homes, cars, factory equipment, electronics, medical devices, and other big-ticket items, but many of us are selling things that wouldn’t break anyone’s bank. That means in many cases that not as much mental horsepower is required to move the convincer needle.
That’s where cues come in. We touched on this earlier in the book, but now let’s jump in with both feet. To refresh your memory, cues—as we’ll discuss in this section—are elements that influence buyers through the use of images, symbols, logos, testimonials, photos, reviews, and endorsements. Cues can also be psychological strategies ...
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