THE SECOND PQ PRINCIPLE OF SELLING The second PQ principle of selling is that the buyer is much more likely to say yes if her PQ Brain is activated. (The proviso here is that she is responding to something of real value.) It is helpful to remember that the PQ Brain is wired to thrive, to say yes to opportunities and new ideas, to explore, to empathize and connect, and to expand. The Survivor Brain is wired to say no and preserve the status quo.
