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In the past, many believed that when people made buying decisions they did so in a rational, logical manner. Today, behavioral science has proven this notion incorrect. There have been thousands of scientific studies which have revealed that when people make decisions they do not engage in a rational, cost-benefit analysis, but instead rely upon a set of fixed psychological principles.
This is extremely important for sales people to grasp because when sales people align their selling behaviors with these psychological principles they are literally selling the way that science has proven human beings are wired to buy.
The following are 2 examples of the scientific principles that govern human behavior.