I don’t like using fear as the basis of my sales pitches, but understanding how it works is key to sales success.

In this video, I talk about why you need to understand what your customers are afraid of, and why fear is the most powerful emotion to sell on.

0:10 - The Fladlien Dozen
1:05 - The Customer Whisperer
2:08 - Generic Sales Strategies
2:45 - Why Fear Works
4:45 - Heroes & Villains
5:28 - Why Anger Works
7:35 - Negatives & Positives