Feeling Machines That Think

Sales is a challenging profession; it's undoubtedly not for everyone due to the continual pressure to outperform and impress clients. Long-term success in sales jobs is unlikely for those business owners, salespeople, CEOs, and leaders who do not comprehend the science of persuasion, the impact of a fixed vs. growing mindset, and how to encourage prospects to say "Yes" to their requests.
The main takeaway from the book is that individuals are feeling machines, not thinking robots that think. People experiencing emotions first then justify them with logic.

Reps need to understand how important it is to establish a long-lasting rapport with their clients if they want to succeed in sales. Relationship building creates trust, and business happens when trust is there. They will discover in this book why they should never overpromise and underdeliver, why they should always keep their word, and why they should always own up to their errors. They will be able to conduct business with the customer for many years to come if they can build this kind of trust.