sales

Measure customer interest through real commitments, not words

Back up every big promise with a smaller, more believable promise that sells on its own

Transform every product feature into a customer benefit that answers 'what's in it for me?'

Choose lasting loyalty through shared beliefs over short-term compliance via carrots and sticks.

Superior distribution alone can create a monopoly; inferior distribution alone can destroy one

Design questions that invite 'No' to give your counterpart feelings of safety, control, and autonomy.

Opportunities seem more valuable to us when their availability is limited. This principle works

Once people make a choice or take a stand, they encounter personal and interpersonal pressure to

People feel obligated to return favors, gifts, and concessions. By giving first—whether a tangible

Build a working demo instead of making a presentation—the visceral experience is infinitely more persuasive