CHAPTER 4: SELF-PREPARATION: SOFTSKILLS
‘People buy people first, and everything else second.’
Good sales people recognise this instinctively. Poor sales people are smarmy, incongruent or irritating. Non-sales people don’t even try.
So, what sort of people do people buy? The answer is that ‘people like people like themselves’. Most people recognise the broad truth of this statement: their friends have similar interests and lifestyles. Most people marry within their culture, social class, religion and racial background. People are just more comfortable with people like themselves.
Your senior management, however, are not necessarily people like you; they may not feel comfortable with you and, if you persist in speaking tech, they may not even ...