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Brilliant Persuasion by Stephen C. Young

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Criteria questions

Criteria refers to the values important to us that determine how we make decisions. Understanding the basis upon which others make decisions enables us to formulate irresistibly persuasive sales presentations. Have you ever considered what motivates your decision-making process? How much more effective would you be if you understood the driving force behind the choices your prospects make when considering to buy your products or retain your services?

The criteria or core values to which we refer whenever making decisions are deeply seated within us all. Criteria questioning allows us to bring our prospects’ values to the surface and attach them ...

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