DON'T TRY TO "PERSUADE" YOUR CUSTOMERS - "INFLUENCE" THEM INSTEAD! | MARKETING MYTHBUSTERS
Influence and persuasion are not the same thing. Influence is subtle and contributory, while persuasion is coercive pressure. Top salespeople give customers relevant information tailored to their needs, not force a viewpoint. Theodore Levitt's rule: sell the hole, not the drill.
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