let’s take a look at the sales professional. First of all, he clearly understands that logic makes people think, but it is emotion that makes them act. He knows if he uses all logic in a sales presentation, chances are excellent he will end up with the best-educated prospect in town who will buy from someone else. If he uses all emotion in a sales presentation, chances are excellent he will make the sale but, unfortunately, chances are also good the prospect will cancel the order. However, he knows that when he uses emotion and logic in the presentation, chances are excellent he will end up
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