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Habit: The 95% of Behavior Marketers Ignore by Neale Martin

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Personal Selling

Salespeople are in a unique position to facilitate a purchase by working with customers’ habitual and executive minds. Personal selling can be an expensive but highly effective means of conveying the company’s offer directly to a customer. A salesperson can use the vast array of human abilities to shape the deal and persuade the customer. However, customers have developed equally complex scripts to handle the sales pitch. Although I can’t prove it, I’m sure the word skepticism originated as a response to an egregiously dishonest salesman.

The feedback mechanisms between customer and salesperson engage the conscious processing of the PFC, the emotional component of the amygdala, and the habitual processes of the basal ganglia. ...

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