When you are in marketing or sales it’s very easy to think that all customers are the same – so if your presentation works for one person, it must work for all. In this book Shelle Rose Charvet takes the NLP thinking and condenses it in to a practical guide to understanding other people, and then using the words and ideas that resonate with them.
If you are in sales and marketing – then her guide for running a quick interview is a great way of understanding the motivation and criteria another person uses to buy – and then match your message to their needs.