From the course: Mastering Authentic Influence for Highly Successful Sales

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Why do people buy?

Why do people buy?

- I want to focus on the idea of being authentic. One of the important aspects of being able to be influential with anyone at any time is to start by understanding what it is that they need. So people buy or buy into things because they perceive that what you're offering satisfies a need. So knowing that means, and I want to influence them, means that I'm going to start by finding out what is the need that they either have or believe that they have? And the authenticity part, I believe, comes in partly in your ability to listen intently at the beginning of either a relationship or a meeting without needing to judge whether or not you agree with their perception of the need or their want or their whim or what have you. In the beginning, authentically speaking, your number one job is simply to understand what they're trying to say. You will have your moment in time to be the expert. You'll be able to wax philosophic and steer…

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