Paul lays out three tips on persuading your prospects and customers.

Show Notes

Analogy is a very effective tool in selling:

• Lay out the broader concept that you’re selling
• Identify how the buyer already uses this concept in business
• Show the linkage within your solution

Change is more likely to happen when that change emanates from within. Lead the buyer in a way that helps them self-discover their needs and the solution to those needs.

Invoke the law of reciprocity. Offer complimentary products, services, demos, even lunch. The customer may feel the need to reciprocate.

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