There's a tremendous amount of psychology that goes into selling. If you study those biases, or bias, whatever, as a sales person, you can start to see those present and your customer. One of the number one things i see people do wrong is they flaunt success and wealth because they believe by showing you how much money i have and how successful i am, you're going to want to buy from me. And so it's important to come down to their level while still having posture I'm not saying tat yu're necessarily equal but when he launched his business with low body mass index (BMI),  he was able to sell more than 1 million units per year