Congratulations! You're about to learn the secrets of the human mind. Once you know these secrets, you'll be able to use them to your advantage to transform prospective buyers into “sold” consumers time after time after time. Because as important as the quality of your product/service is to your success, it's your ability to become a Doctor of sales psychology that will really open the financial floodgates. One thing that psychologists will tell you is that there's a big difference between what you know in your mind and what you feel in your heart. Despite all consumers know about how advertising and marketing works…despite all the built-in sales resistance they've developed over a lifetime. Despite knowing that a salesman's job is to convince us to do what's good for him buy the product or service offered.