So when your customer says, “I want to think about it,” don’t you believe him. He’s not going to think about it. He doesn’t know how. He’s already done all the “thinking” he’s going to do—he either wants it or not. What your customer is really saying is one of two things: he is either emotionally incapable of saying no for fear of how you might react if he told you the truth, or you haven’t provided him with the “food” his Unconscious Mind craves. Either way, little or no thought enters into the transaction. Despite what we would like to believe, the decision was made unconsciously and
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