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BrainScripts for Sales Success: 21 Hidden Principles of Consumer Psychology for Winning New Customers by Drew Eric Whitman

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It’s one thing for you to tell me that your product is the world’s greatest—or at least a great choice—and quite another for other people to tell me. There’s just no way for your prospects to shake their “I’m talking to a salesperson who makes money when I buy” mindset and the resulting defensive behavior.

There’s also no way for you to shake your “if I get this deal, I put money in my pocket” frame of mind. Sure, you might be a great believer in your product. You might also have the most humanitarian, Mother Teresa–like caring attitude toward your fellow human beings. Your entire life’s mission could be to help others. But let’s ...

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