Description: This paper is on the fear of rejection when prospecting, which is one of the biggest obstacles for consultants when it comes to developing business and getting clients.

Description: Principle #4: People make buying decisions based on emotion and justify these decisions with logic. To be influential, we need to take into account both logic and emotion. Of the two, emotion is a much more powerful motivating force. Unfortunately, too many people ignore the emotional component and focus solely on logic - neglecting what compels people to buy.