The Stop Selling Pain episode expounds on some points in Robert Herjavec's book The Will To Win: Leading, Competing, Succeeding. The first point we highlight out of the book is that "Pleasure is an easier sell than pain". Most of us have heard that we need to address the customer's pain points but that only gives them a negative memory of the interaction with us. The book reminds us that "customer will always remember how they felt during your sales presentation long after they have forgotten the features you told them about". And lastly we discuss how "saying 'yes' isn't an expression of approval of you; it's an approval of the deal you're offering and the way you're offering it".

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