By Tony Vidler via Iris.xyz

To get prospects to buy you and your advice you have to “sell emotion” and support it with logic, right?

Not quite….there is a piece missing in this formula which is is largely accepted as the methodology for selling intangibles.

The missing ingredient is “beliefs”, and it is understanding the buyers beliefs to begin with which enables a great professional to figure out how to make the advice both palatable and actionable to a prospect.

Let’s use a simple example to illustrate what I mean.

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