In today’s world, sales is not just about what you're selling. It's about how you make your prospects feel. Emotions drive sales, and sales professionals who understand this have the power to radically uplevel their results. In this episode, our guest is Paul Ross, author, speaker, elite sales trainer, master hypnotist, and master practitioner of neurolinguistic programming. Paul explores the new psychological factors that have arisen in the sales profession in the last decade. He explains that the main hindrance to making a sale is not your competitor, but your prospect's lack of confidence and focus in their own decision-making skills. He also addresses the numbed-out, dumbed-down, more sophisticated paradox that many prospects are experiencing in today's market and how this affects the way sales professionals should approach their work. Paul discusses the importance of understanding emotions in sales for both sales professionals and startups. Tune in now and earn gold nuggets from Paul Ross about sales in today’s market!