People make decisions by comparing one choice to another. The persuasion principle is known as contrast. Do you ever notice that off-white fabric looks dingy only when it’s next to bright white fabric? That’s contrast. Contrast is used in business to make decisions. When there are multiple choices, we compare one to the others. When in doubt, if there’s only one choice, it’s … [Read more...]
Don’t Make This Sales Mistake
There are salespeople (inexperienced ones I think) who early in the sales call will talk about price. In the first 10 minutes of the sales call they will say, “I think I can save you some money on your (product). Can I get you a quote? Quoting prices isn’t selling. In fact, you don’t even need a human being to quote prices today. The only way you can quote prices early in the … [Read more...]