Do You Have the Right Skills?

The best way to establish credibility is not to use things like credibility indicators. The secret is this: When you can describe your audience's problems better than they can, they automatically assume that you know the answer. All sales decisions are not made in the logical part of the brain. They're made in the emotional part of thebrain, the crocodile part of theBrain. And so what you want to do is if you want to convince somebody to buy something, you have to make sure that your message is appealing to that emotional caveman part of the Brain and not to the logical one.