"Sell How You Want To Buy" by Todd Natenberg

"The biggest thing to do is to sell how you want to buy. Just think about your own buying habits. Think about the used car salesman who you don't like. Well, if you don't like him and you think he's playing games with you, then don't do that yourself. Think about the last time you did buy a car - you probably did like the salesperson, it was probably a great experience. Just look at what influences you, and then translate that to when you're on the other side of the coin."

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