Your prospect's self-identity drives their behavior. Disregard this at your peril. by Kurian M. Tharakan One of the deep motives your customer has is a need to express, maintain, or enhance their sense of self-identity. Who they WERE/WERE … [Read more...]

... a powerful technique to have prospects sell themselves on your idea, and feel good about doing it! by Kurian M. Tharakan Beginners in sales often have a mistaken belief that their job is to "persuade " the prospect to buy. If they mature (and … [Read more...]

Your prospects can see a sales pitch coming from a light year away. Here's how to get them to drop their defense shields. by Kurian M. Tharakan Fans of Star Trek know that when the star ship Enterprise is threatened, Captain Kirk's first response … [Read more...]

... or how a pen, a 3-inch note, and a little low tack adhesive can help you get to yes!  by Kurian M. Tharakan In 1974, 3M researcher Art Fry wanted a better bookmark, one that would stay in place in his church hymnals. His solution was to add a … [Read more...]

... or how to build trust and liking through the power of cognitive dissonance  by Kurian M. Tharakan Traditional wisdom suggests that one of the techniques to get someone to like you might be to give them a gift. This could be as simple as a … [Read more...]

... or why years of evolutionary psychology affects your every action by Kurian M. Tharakan 240 wallets were "lost" in Edinburgh, Scotland recently, but surprisingly almost half were returned to their "owners" with some categories achieving a … [Read more...]

... no, not really, but here's why understanding motives trumps adding new features by Kurian M. Tharakan There's an arms race in the sportswear world. A recent article in the Economist magazine illustrated the ongoing market share conflict … [Read more...]

... or what Williams-Sonoma knows about selling bread makers  by Kurian M. Tharakan The majority of your customers are clueless as to what a FAIR price for your products or services should be. Instead, they compare your prices to other reference … [Read more...]

11 Psychological Tactics for Writing an Unforgettable Elevator Pitch  by Kurian M. Tharakan I recently partnered with the NABI business accelerator's Managing Director, Dar Schwanbeck, to run one of their clients through a crash course for an … [Read more...]

... or how too many choices choke easy decision making by Kurian M. Tharakan 1995 was the year that the famous Jam Study was conducted in California. It's not often that a single research project propels a university professor to the heights of … [Read more...]