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Chris Voss: Interview with a Master Negotiator
Make It Happen Mondays - B2B Sales Talk with John Barrows
The Importance of Loss Aversion in Decision Making
Loss aversion is the biggest factor in decision making. It outweighs everything else. Most people would do everything not to lose the 200,000 then get the opportunity to win it. So you know, and that's why you got to be real careful over assuming that you know what their, their loss is.
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