Though the left brain / right brain lateralization is a well-established fact, documented by the research of Nobel-winner Roger Sperry, many people misunderstood what this really means. While there are definite differences between the functions of the left brain and the right brain, these differences pale in significance when compared with the differences between the […]
Continue readingBuying is an emotional decision. People buy emotionally and then justify their decision intellectually. For proof of this look at the advertising business. Michelin Tire Company became the number one tire company in the world when they put that baby in the tire. People who buy Michelins are not buying four-ply vulcanized rubber. They are […]
Continue readingIn a complex sale, one in which there is more than one decision maker, you have four types of buyers: the Economic Buyer, the Technical Buyer, the End User and the Coach. Each of them has their role to play. The EB is concerned with the bottom line. The TB is concerned with product performance. […]
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