The Mind Of The Buyer: A Psychology Of Selling 〈FRESH〉

Buyers seek to either gain pleasure (status, efficiency, joy) or avoid pain (fear of loss, stress, wasted time). Pain is often the stronger motivator.

Sell to the heart first, then give the brain the facts it needs to feel smart about the choice. 2. The Power of Cognitive Biases The Mind of the Buyer: A Psychology of Selling

Humans are biologically wired to make decisions emotionally and then justify them with logic. Buyers seek to either gain pleasure (status, efficiency,