There are two things you really need to know about all of them. Number one, according to sales trainer Thom Norman, they all want to be right and they want to be understood. The second thing you need to understand is that, as the late Charles Roth would say, at the point of purchase all of them are afraid they’re going to make a mistake, particularly if a significant amount of money is involved, and as a result, actually they are “not quite normal.”
