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Research tells us that buyers rely on more than logic — they rely on emotion.

In Richardson Sales Performance’s eBook, we look at a dozen studies to uncover the psychological principles driving the customer’s decision-making process.

We explore:


  • How to instill a sense of urgency in the buyer and overcome the status quo
  • How to build a persuasive case for change that leads to winning the sale
  • How to leverage the five factors that influence decision making
  • How to uproot “anchors” that keep the customer from making a purchase

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