When the prospect has come to you, the basic question you’re asking is, “What is it you want to accomplish through the purchase of this product?”

Now take another look at the people around you. Do they take on a new light in view of what we’ve just recognized? Each one of these human beings is seeking his own happiness – and he is doing it in a way that is uniquely his own. He seeks to live his life as he want it. He is not living for you – or for me – but for himself. But they are the keys

Because happiness is relative, mutually-profitable exchanges are possible.

This, then, is the story of life: each individual seeks happiness. His concept of what will bring him happiness will differ

First, you’re being humble.

Unless you can demonstrate to others that your service is in their self-interest, they are not going to give up their resources to you.

Each of the next five chapters will discuss one of these five steps, beginning with step number one .

He may even make enough money in one year to buy a yacht; but he’s not willing to give up eating and driving and other needs in order to buy the yacht. And so we come upon a factor that can cause confusion: the degree of desire. He wants a yacht; but how much does he want

any sales interview should be to discover the prospect’s motivation.