You must choose between two machines that cost about the same. One firm’s salesperson calls and emails, but clearly you’re just a target. Another firm’s salesperson is considerate, respectful, empathetic and focused on your needs. Who gets the sale? It’s obvious, but then why do salespeople opt for high-pressure tactics instead of empathy? Sales expert David Priemer says they don’t know any better and shows why empathy, science and execution beat high pressure every time.

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