It is estimated that up to 80 per cent of all buying decisions are based on emotion. The key to successful sales is making the right connection with the customer, and extracting the right emotional response. This work sets out a technique to achieve this objective by thinking, acting and responding on the basis of emotion. The book offers to enable readers to improve their sales performance. Areas covered include: motivating people to talk to you; finding out what they really, really need; proposing solutions; addressing concerns; and achieving a genuine, WIN-WIN close.