To Sell is Human: the Surprising Truth About Moving Others

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Recent social science explains it. And if you understand buoyancy’s three components—which apply before, during, and after any effort to move others—you can use it effectively in your own life.
Before: Interrogative Self-Talk The hardest part of selling, Norman Hall says, occurs before his well-polished shoes even touch the streets of San Francisco. “Just getting myself out of the house and facing people” is the stiffest challenge, he says. “It’s that big, unknown faceless person I have to face
... for the first time.”
Most sales and success gurus offer a standard remedy for Hall’s hesitation: He should pump himself up. He should take a moment to remind himself how fabulous and unstoppable he is. For example, Og Mandino, whose inspirational books helped set the tone for sales advice in the twentieth century, recommended that we each should tell ourselves, “I am nature’s greatest miracle” and that “I will be the greatest salesman the world has ever known.”1 Napoleon Hill—author of Think and Grow Rich, one of the best-selling American books of the last century—wrote that the “first step in salesmanship”


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