What's the Net Take Away?

There are times when we're over weighting gains, and there are times that we're overweighting losses. There's a 20 % chance i won't have to pay you anything if I don't take my chances with the lottery. So let's just take that last principle and take that forward into the sale,. This idea that buying is changing, therefore selling is change management. If you want to understand how people go through the emotional journey of buying, just look at the emotional journeys of selling.