Human beings are wired with a sense of balance. When someone gives us something, we feel the need to give something back. That is the law of reciprocity. In sales,…

Every purchase is emotional at its core. Logic only enters after the fact.That’s why you can’t explain luxury purchases with reason. People don’t buy designer bags, cars, or jewelry because…

Every interaction with a client is either a deposit or a withdrawal from their emotional bank account. When you do something extra for them, like waiving an inspection fee they…