CHAPTER 9

DECIDE: SELECT AND SELL YOUR IDEA

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My wife and I were recently looking for a new car. I convinced her to look at an Audi. During the first five minutes we talked to the salesman, he only looked at me and asked me questions about what I wanted in a new vehicle. After several minutes of him acting like my wife was invisible, I said, “Well, she’s the one you need to convince because she’s going to drive the car the most,” at which point he said, “Well, Mrs. Livermore, what questions do you have for me?”

Linda responded, “Well, I’m more drawn to the Subaru. So how would you compare the two cars?” He replied, “Well, with all due respect, ...

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