After discussing Kurt's upcoming visit to the Middle East, Kurt and Steve launch right into this week's article. According to a recent article from Science Daily, toddlers who exhibit low empathy are in for a tough life. The study says that there will be long term problems with aggression. The good news is, it's not too late to fix it.

After the article, Kurt and Steve get into the Third R of Resistance, which is "resources." We're all taught in sales that we need to qualify our prospect. Mostly this centers around money, but there are other resources that need to be in place such as time, support, staff, etc. We know that most of the time when prospects tell us they don't have the resources, it's not true. They've just learned over the years that lying about resources is a quick way to make you (the evil salesperson) go away. When it comes right down to it, most of the things that we buy are not based on price. Value is the key, and value is a perception.

What are your prospects comparing your product or service to? This allows you to benchmark value. You get to decide what they compare it to! Be careful to choose what other products and services your compare and contrast your product with. Do it right, and people will pay a lot more. Do it wrong, and they won't pay you anything!