However, as it turns out, I was actually wrong. In 2013, a professor at Harvard University published a study on this exact topic—the importance of first impressions—and what the study found was that it wasn’t four seconds until a prospect made the initial judgment; it was actually five seconds. So I have to apologize for being off by one second. Apologies aside, what the study also found was that if you make a negative first impression, it takes eight subsequent positive impressions to erase that one negative first impression. Frankly, I don’t know about you, but in all my years in sales, and
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