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Our episode guest is Darryl Salerno, president and CEO of Second Quadrant Solutions. He works with professional service companies to boost their market efficiency, competitiveness, processes, and management training programs.

Five things you’ll learn from this episode:

1. How to use human motivation to boost sales, increase margins, and improve employee satisfaction 
2. What a decoy is and how it works
3. The psychology of pricing and buying
4. What anchoring is and how it works
5. The difference between a social norm and a market norm 

Quotables

• “Human decision-making is not always rational, but it can be predicted.” — @darrylsalerno
• “When you’re talking about pricing, generally, people will not choose the highest priced item. They will also not choose the lowest priced item. They’ll usually pick the middle choice.” — @darrylsalerno
• “How a person responds to a difficult situation can diffuse the situation.” — @darrylsalerno
• “The ability to give people two choices is very powerful.” — @darrylsalerno
• “Nothing has any value except what people are willing to pay for it.” — @darrylsalerno

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About Darryl Salerno

Darryl Salerno has held the title of CEO, COO, CFO, and CAO at four top 10 public relations agencies. Currently, he is the president and CEO of Second Quadrant Solutions, an organization that specializes in working with professional service firms to improve their business performance, profitability, and systems. He is also a member of Mensa and a stand-up comedian.

Darryl’s contact info and resources:

• Darryl on Twitter
• Darryl on LinkedIn
• Company website: secondquadrant.com
• Darryl’s book: The Complete Agency Management Handbook: Your Guide to Greater Success and Profitability

Additional Resources:

• Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely
• Influence: The Psychology of Persuasion by Robert B. Cialdini

Sponsored by:

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by

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Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.