I wanted to take a few moments to give you my impression of "Switch". Many people may not see the connection to this book for selling. Understand what makes people choose is an important piece of the sales puzzle.
You can read all the "wedge technique" or benefit statements rationale, but if you don't understand why people make the choices they do then you are really missing out.
The book is easy to understand and a fascinating look at society in general. I have used this in sales as well as the sales coaching I do with my team
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