How to Win Friends & Influence Buyers

Stop chasing affection. Start engineering authority. If you have spent any time in the modern marketplace, you have undoubtedly been fed the golden rule of commerce: To close a buyer, you must first make them like you. We are told to become chameleons—to smile on cue, nod eagerly, and act as safe, agreeable companions. It is a beautiful, comforting lie. And it is costing you a fortune. In the cold...