We have spent a lot of time looking at ways to please customers; saying yes to them definitely helps to keep them on the correct side of the emotional scale. On the whole, everyone hates being told ‘no’; from a very early age we are programmed not to want to hear it. Our parents told us ‘no’ all the time and it usually meant we couldn’t have something delicious or do something we thought was fun, so it has a negative feeling to it from the start. We associate ‘no’ with disappointment or with letting someone down. For those of us who want to please, saying no can also be really difficult. Probably the last time I felt really comfortable saying ...
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