CHAPTER 2
How Tough Times Impact Our Thoughts and Actions
Thoughts and actions run on a continuous loop. Tough times influence our thoughts, which, in turn, influence our behavior. Buyers think differently and buy differently in tough times. They have different priorities, needs, and concerns. This new mindset leads to new buying behavior. Sellers also think differently and sell differently in tough times. Sellers have different priorities and concerns. This leads to new selling behavior. This chapter focuses on how tough times affect our thoughts and actions.
In some cases, buyers and sellers have similar mindsets. This synchronous mindset creates an opportunity for sellers to deeply understand their buyers. The underlying motivation behind ...
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