The 4-Step Sales Guide: The Pre-Sale (1) | NICK SARAEV | Skillshare

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The 4-Step Sales Guide: The Pre-Sale (1)

teacher avatar NICK SARAEV, Communication, Productivity & Tech

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Taught by industry leaders & working professionals
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Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (24m)
    • 1. Introduction

    • 2. Step 1: The Pre-Sale

    • 3. Key Human Motivators

    • 4. Body Language & Vocal Tone in Sales

    • 5. Optimizing Appearance

    • 6. How to Use Social Proof

    • 7. Time Pressure Explained

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About This Class

If you're looking for a practical, high-yield, no-BS approach to making more money in sales, this is the course you want.

Hi, I'm Nick. I'm a behavioral neuroscientist who's worked in sales for the last 6 years.

Let's get straight to the point. Unfortunately for you, the majority of the world has fallen for the feel-good charms of the modern sales "guru". They're successful, motivational, inspiring - and in many cases, completely backwards. 

Instead of focusing on immediately applicable techniques and practical theory, they spend their time and energy making you feel good. Making vague, ambiguous statements like "be yourself" or "believe in your product". Sound familiar?

Don't get me wrong, these look great on paper. But they don't translate into results.

They don't make you more sales.

They don't make you more money.

And they don't actually move your life forward in any real way.

All they do is get you caught up in an emotional hamster wheel that allows you to justify your lack of quantifiable progress by saying "what matters is that I'm trying!"

That's not what I believe in. I believe in numbers, and I believe in success above all else. And I think by the end of our course, you will too.


The 4-Step Sales Guide is the culmination of the idea that online courses should cut the fluff and just ‚Äčget straight to the point‚Äč.¬†

Me and my partner Soma have over 8 years of face-to-face and online sales experience between us, and with this course we've crammed everything we know into a single, information-packed hour. 

Some of what we say is controversial, debatable, and possibly amoral. And I'm sure we'll be hearing from some of you about it. But you can't argue with results.

Our content is simple and modern, drawing from the latest in economics, neuroscience, and evolutionary psychology. We spent countless hours testing each technique so you don't have to. In The 4-Step Sales Guide, you're going to learn the latest trends in marketing and sales today - click funnels, psychological loops, social proof, time constraints, and¬†‚Äčmore.

I'm incredibly excited to get you on board with us. You're about to embark on one of the best decisions of your entire entrepreneurial career. 

Sound too good to be true? Check out our content for yourself.

See you inside :-).

*This is the first course in a four-part series

Meet Your Teacher

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Communication, Productivity & Tech




Hi there,


Welcome to my teaching page. I'm Nick - a productivity & body language coach with a passion for nonverbal communication, productivity, & self improvement. I've been featured on major publications like Popular Mechanics and Apple News, and I run a body language YouTube channel. All in all, I have over thirty thousand students online.


A little bit about me: I'm a body language coach & technology enthusiast with a background in behavioral neuroscience. I love helping people overcome social anxiety and bloss... See full profile

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1. Introduction: Your success during a sale, whether it's online or in person, depends on four fundamental steps. The first step starts before you even begin interacting with your customer. This is called the pre-sale, and it includes all the things you guys do before the sale even begins its researching your client, improving your perceived value, planning out the interaction and social proofing your product. The second step is called the hook. This is like the first sentence of an essay. And what you do here will determine the quality of the rest of your interaction. Your hook generally should be emotional, empathetic, and concise if you want to keep the person around for the rest, your pitch. Unfortunately, this is also often the part that people struggle with the most when they're selling. So it's also the part we're going to spend the most time on improving. The third step is called a building rapport during the interaction. Again, whether it's online or in person, it's very important to provide your perspective customer with a strong personality and something that can kind of identify with. You also need to build a certain amount of comfort before the sale can proceed. And this applies to every type of cells from car sells to insurance sales, and even selling action figures. There are multiple ways to do this, including humor, empathy, and a couple of other sneaky techniques that we're gonna get into soon. The last step is the close. Now this is where you finalize the sale at deal with potential rejections. This step is a massive point of failure for basically everybody in the sales industry. And it's such a crucial step that I'm willing to bet that a lot of people that are watching this that are already in sales would be able to double or even triple their overall close rate if they implemented even a fraction of what I'm going to tell you about in this section. I've tried to keep every lesson between two to four minutes so that we can cover all these central concepts while still keeping the lessons short enough that they're motivating and easy to finish. At the end of the day, if you guys wanna improve your sales skills, close more deals and make more money. This is the course for you. Let's get started and I'll see you inside. 2. Step 1: The Pre-Sale: Sales is the root of our modern economy. And people that deeply understand how to sell, end up wealthy, powerful, and influential. This class is all about teaching both novices and experts alike how to structure and systematize your sales process to maximize your results. Hi, my name is Nick, I'm a software developer and also run a video production company, a blog and a YouTube channel. I've worked in sales my entire life from the tender age of 15, and I've helped thousands of people just like you, improve their ability to sell and increase their results. This class is going to be split up into a three-part series. And the first part I'm gonna show you to optimize your sales regimen before you even start, will learn about several key motivators driving our every decision we want about body language, vocal tone, social hierarchies and sales strategies as well. These techniques will improve not just your sales game, but your wider social life as well. And the cornerstone of the rest of our course, the next class is going to show you guys how to build incredibly effective sales hooks and build strong rapport with your prospects, regardless of whether it's face-to-face or it's online. And you guys are gonna become experts at selling through benefits, a storytelling, and keeping customers on an emotional roller coaster. Finally, the last class is going to show you guys how to close and to make the ask deal with rejections and persevere where the vast majority of salespeople fail. I love cells. It's one of my passions as I'm sure you guys can tell, I'm super excited for this course. If you want to improve your sales skills, your income, and really just your life in general. Let's get started and I'll see you soon. 3. Key Human Motivators: The things you're going to learn here on top of making you guys a better salesperson, are also going to spill over into several different areas of your life. The same principles that help you nail the pre-sale will also make you more charismatic, better at planning and better at getting what you want in any situation. The reason that the pre-sale is so important is because it provides the context for the rest of the interaction. Most of this rests on perception and communicating to people's most base level desires, like attraction, for example. And to really succeed at the pre-sale, you need to understand that there's certain types of behaviors that supersede cultural norms. Aka there are things that all human beings respond to, regardless of who they are, what cultural background they're from. And you guys understand what motivates people, you'll find it much easier to later motivate a specific person and motivating people to do things is pretty much the definition of cells. And so similar to that, there are a few tips and tricks that we can implement that speak to those base level desires. And two things that all human beings respond to because we are irrational perilous monkeys are number one social proof and number 2, time pressure. Number one social proof is more or less the implicit validation that a product has value because other people have already bought it and it's utilized by the biggest and most powerful companies in the world to sell more time pressure, on the other hand, is pretty self-explanatory, provides a sense of urgency. And finally, it makes it seem like the opportunities never going to come again. Since people are motivated primarily by fear, in particular the fear of loss, this can be highly powerful. Now, nailing the pre-sale is one of the most important steps anybody can take to succeed at sales. So if you don't get some of the first time around, please rewind, play the lesson again and make sure you get this module down. Before we move on in this lesson, we're going to discuss one of cells most pivotal concepts. And to be honest, one of life's most pivotal concepts. And that's the idea of what really motivates people. People that deeply understand how to get other people to do things usually end up very powerful. They end up very influential. And it's shocking how many people can go through life without taking the time to even consider why their friends, their family members, or even lovers do certain things. First of all, people are motivated by fear in particular, and like we talked about earlier, the fear of loss. If you tell someone that by pressing a button, they have a 10 percent chance of winning a million dollars and a ninety percent chance of losing a $100 thousand, most people would not press that button. But if you do the math on probability and statistics and that's very far beyond this course. The logical thing to do is to press that button every time because the reward is significantly higher than the risk. But people don't do it. They're afraid. Most of the time people would rather not lose something small, then possibly gain something big because the first is a sure thing, and the second usually always comes with some kind of risk. But even if the risk is incredibly disproportionately small, everyone will still elect to avoid it. And that's the root of our irrational fear of loss and something that every person has its just the way that our minds work. Another key motivator is the social hierarchy. Think about gorillas walking around the zoo. If you look closely, there's almost always an alpha male in the pack. He's bigger, he's louder, and you scare them pretty much everybody else. And for that reason everybody submits to him, despite how civilized we might try and seem people are very similar, we're always subconsciously scanning for the alpha at any particular group, whether it's a man or a woman. And that puts us in a certain hierarchy. We do this because a long time ago if we didn't know who the alpha was and he did something they didn't like, they would almost always be very harsh consequences, and the same applies today. The first thing you do when you get hired at a new job as you try and figure out who the bosses, right? If figure out who you absolutely 100% cannot screw with. Because if you did, there'd be major consequences for your career. Obviously in a civilized society, there's not just one big alpha male, the top of the pack. There are thousands of different ways we perceive the value of others, whether it's through their career accomplishments or their intellect, or maybe their attractiveness. But that fundamental principle that have hierarchies stays the same. And we can use this idea in sales to help us move a lot of product. Now, there are tons of ways to show where you are in the social hierarchy. A few of the best ones today are through body language, your clothing, and your voice. People will pick up on these attributes and skills and subconsciously plop you somewhere on that pyramid. And the better that you hone these skills, be higher up, you will always go. Naturally. People at the top are always more likely to agree with, less likely to be disagreed with. And that also means more deals closed and more money made for you. So in this lesson, we covered a few key human motivators. The first was the fear of loss and the idea that people are almost always willing to choose not to lose something small rather than gains something big. The second was the idea of hierarchies and how people almost always subconsciously try to put everyone around them on a big social pyramid, whether you like it or not. A couple ways we do this are through body language, clothing and your voice. We tried to pretend like we're this advanced society all the time. But the truth is we're a lot more like animals than most people think. If you were to put an animal in a certain environment, it will do what you want. And the same goes for people. I'll see you in the next class. 4. Body Language & Vocal Tone in Sales: Hi there. In the last lesson we introduced the idea of key human motivators. And we also mentioned that your place on the perceived hierarchy depends on a number of factors and behaviors. In this lesson, we're going to talk about those factors and behaviors. And specifically we're gonna go through your body language and your voice. And we're going to discuss how to optimize these to put you as close to the top of that hierarchy as possible when any given interaction, first on the list is body language. Now, what constitutes good body language? People have written hundreds of books unless they made it very complicated. But the truth is almost always good body language is big body language. The bigger you make yourself seem, the better. And that rule applies at least 95 percent of the time. The common divisor here, if you're hiking and you come across a cougar or a bear, is to make yourself big. You want to raise your hands, make a lot of noise and cover as large and areas humanly possible in order to hopefully scare them off. And the exact same thing is true of people just without the scaring part, you can be reasonably sure that any behavior that makes your body silhouette physically look bigger and more spread out is a good body language behavior. If you guys remember Clark Kent turning in a superman, right? When he's Clark Kent, you small and bent over and meek. And when he transforms into Superman, his posture becomes tall, upright and dominating. And that's the kind of effect you want to have because it makes you look more confident and thus puts you on a higher place in that hierarchy. Now I included a PDF with a big list of dozens of these types of behaviors and a highly encourage you guys to go through and memorize as many of them as possible. But for now I'll show you a few quick examples to give you some ideas to get you guys started. So first of all, whether you're standing or sitting, you almost always want to adopt a wide stance. Your legs should not be too close together. You should also take your hands out of your pockets because you need to utilize them during the conversation to either make arm gestures or just a pure larger regarding your eye contact while the other person is speaking, try to look at them a 100% of the time. While you're speaking, look at them about 80 percent of the time. The 20 percent off is necessary to remove some pressure because eye contact can be tough for a lot of people. If you're standing and you don't know what to do with your arms, you can always put them on your hips. This is really high value because it pushes out your elbows and it makes you look really big. And the most important tip is to smile. Smiling makes you guys look approachable and makes it look trustworthy. And these are obviously two very important traits when you are trying to close a deal. Give your customers a big genuine smile when you meet them to show them that you're friendly and that you mean no harm. And it'll go a long way towards securing the sale. Alright, so that was a quick primer on body language. Next up is your voice. The most important thing about your voice is more or less the pitch of that voice and how it changes over time. And this can seem really complicated if you're hearing about this for the first time. So the best way for me to show you is with an example, There's a big difference between somebody attempting to sell a product like this and talking as if they're unsure all the time. Or somebody talking like this and seeming much more confident in themselves and ultimately the product that they're trying to sell. You guys see the difference? Yeah, has to do with how the pitch of your voice changes between the beginning of the phrase and the end of the phrase. In the first example, which was low value, I talked like this. So the beginning of my sentence was lower in pitch than the end of my sentence. This type of voice is called seeking rapport, and it's generally very low confidence and it signals that you're unsure of what to do next. Obviously, you're gonna wanna stay the Holloway from secret report as much as possible because it implies that you are either a poor salesperson or you guys have no confidence in what you're selling. Instead, you want to make the pitch your voice either neutral throughout the sentence or make it goes slightly down. This is the way that I've been talking throughout basically the last two lessons. So if you guys want an example, you just listen to the sound of my voice. Talking like this implies that you have confidence in your product and that you were not seeking validation from the other person, which is a huge no-no in sales. Tried employ a neutral or a downwards and flexion. The majority are statements. In addition to improving your cells outcomes, people will probably also start thinking that you're more confident and sure of herself. And those two things can lead to more success in basically every area of your life. All right, so that takes us the end of another lesson. Here we learned some very simple, very general guidelines for good body language and good vocal tone. This does two things. The first is that it makes us come across as much more confident in the product that we're trying to sell. And the second is that it places us much higher on the perceived social hierarchy, which can be a very important deciding component of any cell. The key point to keep in mind here is that you are the vehicle by which your product makes it to the end customer. So the more valuable that vehicle seems, the more valuable the product will seem, will see you guys in the next lesson. 5. Optimizing Appearance: In the last lesson, we spent some time talking about high-value body language and high-value vocal tone. We provided you guys some examples and hopefully the PDF helped elucidate a lot of the more difficult concepts in body language. This lesson is going to be really quick and simple. We're going to be going over your appearance. And when I say your appearance, what I'm really referring to is your aesthetics, right? Your clothing, your grooming and hygiene, in contrast to body language and your voice, the guidelines of aesthetic appearance are actually very culturally determined. They're not biologically determined. And that being said, they can vary quite a bit significantly from country to country and from person to person. But there's still some very general principles that we can use to optimize yourselves. Now the goal here is to increase your value in the context of your demographic. And so any changes here are going to be very demographic dependent. The first is your clothing. Ask yourself, what type of clothing do you think would make you seem high value to your specific demographic? If you guys are selling life insurance, the elderly and your demographic is probably people that are 70 to 80. Do you think you'd want to wear like super dope joggers and a baggy T-Shirt? Probably not. Now, what if you worked for a street where company instead, and your demographic was primarily teenagers or young adults. Should you show up in a suit and tie? These are the types of questions you should probably be asking yourself. Everybody's situation is going to be different. So I can't speak to exactly what type of clothing you should wear, but there are always some general guidelines as to the price and the value of your product. For example, if you're selling very expensive products to very wealthy people, you're going to have to dress up a bit. Let's say you're selling a $60 thousand handbag, wearing anything less than a luxury or business formal attire may bring some red flags, the demographic, primarily because these are likely people that are accustomed to luxury clothing the first place. So you need to work around that. The more expensive your product, usually the more expensive your clothing should be. Hygiene is also important. Make sure you'd grown shower once a day. Get regular haircuts if you don't already and if you aren't exercising. Yep, Start now, I'm reminded of this quote, The best time to plant a tree was 20 years ago, but the second best time is today. It's never too late regardless of where you are in life. And also consider the fact that by exercising, you're not just improving your health, you're improving your career outcomes, your romance, and your social life as well. So it's really a triple whammy. Many of these things are probably very intuitive to most of you, but you guys would be surprised the number of people that are trying to be successful in sales that ignore their basic fundamentals. Ask yourself, if you were to come up to your self on the street and try and sell you something, would you reject yourself on the basis of your appearance? If the answer is yes or even maybe they're probably some things you should change. So that takes us to the end of another lesson. Here we briefly went over your aesthetic appearance and we also discussed some fundamentals like clothing, grooming, hygiene, and exercise. Most of these are highly intuitive and more or less common knowledge at this point. But as a salesperson, you need to make sure that you yourself are presentable before you try and present a product. And that leads us to the next lesson, which is one of my favorite concepts ever, social proof will see you there. 6. How to Use Social Proof: In the last lesson, we talked about maximizing your appearance and customizing that appearance based off your target demographic. In this lesson, we're going to talk about one of the absolutely most important and most impactful concepts that underlie sales today, which is social proof. I want to start this off with a quick example. Let's say we're selling paperclips. We have this one super cool paper clip. We're going to call it paperclip x, and we're selling it for 99 cents on Amazon for some reason there are two versions of our product webpage. Both are completely the same except on one version, Amazon wrote this little blurb under the title that says 5000 paperclips sold the last 24 hours. Whereas on the other version, Amazon's blurb says two paperclips sold in last 24 hours. Looking at these two pages, which one do you think would get more checkouts? The point of that example is to demonstrate the power of social proof. Social proof in sales is the principle that people are always more likely to buy something if they know that other people have already bought it in acts as a kind of universal verification system, basically subconsciously approves that other people have said, Yeah, this products legit, yeah, this product checks out. So with a paperclip x example, 5 thousand other people have said, Yeah, this product is legit and that's pretty hard to ignore. Now this principle is so powerful that dozens of the largest and most successful companies on the planet routinely employed the strategy to make billions of dollars a year. Part of the reason why you took this course that you're listening to right now is because of social proof. This platform includes a rating measure and a number of students enrolled measure. And both of those are used to subtly guide you to courses at it thinks you'll like, presumably this course has good ratings and a significant number of people enrolled because I am awesome. Part of your subconscious decision to check out our product depended on comparing both of these numbers to basically every other course in our niche. Now, I bring this up in the pre-sale section because there actually isn't just one time period that you're constricted using social proof. You can use social proof throughout the entire sales process again and again and again to really drive home the notion that your product has value at every step. And I highly encourage you guys to do so. So how do you use social proof? Well, you can use it both in-person and online, but I'll talk about online first because you guys are probably much more familiar with it away. That's really pertinent today in online sales is to include some type of counter of the number of sales you made over the last certain time period. This is a strategy that I personally use all the time for my business When I'm marketing events, I will either one, the number of sales outright, or two, I will update customers on social media with a 50 percent sold outpost or something like that. And every time I make one of those posts, I get a massive bump in orders. That being said, in order to use social proof successfully, you do need to ensure that your social proof is actually impressive. Otherwise, you can actually decrease the perceived value and perceived legitimacy of your product. In our pay-per-click x example, the 5000 sales and 24 hours is impressive, but to sales were last 24 hours for a $0.99 product is so low, it would probably make perspective costumers think what the hell is wrong with this product only to other people bought it. So it's important to ensure that you're using at least moderately impressive numbers anytime we are employing social proof. Now you can also use social proof face-to-face. And in fact, I highly encourage it. This applies at any point throughout the entire sales process. And since we haven't yet talked about the hook or building rapport or the close. I'm going to leave specific examples until those sections. But you can imagine how including social proof in your pitch is fairly simple. You just let the customer know that you've sold, I don't know, 53 vacuum cleaners in the last week. And that's going to improve the likelihood of them buying from you themselves. This actually touches on a more fundamental aspect of sales in general, success gets exponential very quickly. Once you've had even a moderate amount of successful the product, the good news is you get to leverage that modern amount of success as proof that your product works and then use that to get even more sales. So it's like this recursive and multiplicative process that makes the success easier the more success you've already had. And that takes us to the end of another lesson. In this one, we talked about social proof, which is one of, if not the most important component of online sales today. We mentioned how it works in both a face to face and an online context, and how dozens of the largest companies on the planet today use social proof to make billions of dollars a year. We then talked about social proof, exponential nature, and how success always begets more success. In the next lesson, we're going to talk about time pressure, which is another critical component, both face-to-face and online sales today, I'll see you there. 7. Time Pressure Explained: In the last lesson, we talked about social proof, which is one of the most powerful ways to bootstrap your success. In this lesson, we're going to talk about a closely related topic called time pressure. And time pressure is actually composed of two subtopics, time limits and products, scarcity and actuality. They're both pretty similar, but I'm going to get into that in a minute. So time limits are relatively self-explanatory. By setting a time limit on the customer, you remove their ability to postpone or delay the sale, which is you guys will see soon as one of the most common excuses you get when you're out there in the field. And scarcity can usually be thought of it conceptually as the opposite of social proof. Where social proof was all about showcasing how awesome you are, how much you have. Scarcity is about showcasing how little you have and then using that to drive a purchase. We'll start off with time limits. I am confident that at some point in your life on the internet, you've probably seen a countdown timer. It's probably for some kind of limited edition guide or webinar or something like that. And it said, time is running out. Buy our product quickly to take advantage of there's limited time sale or something similar. Now this is the most literal interpretation of the time when it, and people use it all the time because it works. Having a live counter instills a sense of urgency as in you need to act now if you want to take advantage of this offer. And it also speaks to us in a very base kind of motivating level, fear of loss. Once that time limit hits 0, you have lost an opportunity forever. And every single time the clock ticks and other second you guys get reminded of how close you are to that point. This is why you see time limits everywhere on Amazon, online course websites, in clothing stores and so on. It's an incredibly powerful tool to make a sale. And you guys can also use it in person to take away when your customers primary escape routes, which is the weight. I worked as a professional fundraiser in downtown Vancouver during rush hour. My job was to stand on the street corner with a little pink binder and yell at people for a minimum recurring donation of 40 bucks a month. Now, as I'm sure you guys can imagine, getting $40 a month off of completely random people on the street can be a real pain, especially since realistic debit. But somehow the company thrived and still manage to do it very well. And one of the reasons why is because how we set our time limits over 90 percent of the people walking by that we'd stop would give us the exact same excuse. And it always went something like this. It sounds like a really important cause and I'd love to donate, but I just can't do it right now. I'll be back in an hour or so though I just need to talk to my husband or maybe I need to get my debit card from somewhere and then I'll sign up. And of course, 99 percent of those people I never saw, again, this is obviously something of a problem. So the company improvised. They added a time limit. They started switching applications every hour on the dot and they told us to start saying something like, Hey, thanks so much, but we're actually not going to be here by the time you're back. Do you guys want to help? Oh, this is more or less it these kids need you now. Now I think our close rates went up something like four times in about a week. And it's all because we started using one of the most important sales tactics currently available, the time limit. The second principle we're going to talk about today is something called product scarcity. Here, you let the customer know that there's only x items left. The idea behind scarcity is relatively similar to the idea behind a time limit in that you imply that the customer can't wait around forever, and that helps you insight their fear of loss. But the cool thing about scarcity is it also fulfills a double purpose. It shows social proof because almost by definition, if your stock is running low, it means a lot of people have been buying. So scarcely actually kills two birds with one stone, and it makes it a very powerful sales technique. A good example in a face-to-face situation that I used to promote events for living most of the time on the street corners are at universities when I'd promote or sell it and events, I would often mentioned that I only had three or four tickets left, man, and that would probably be gone the next few minutes. These are used to motivators, right? The first was the fear of loss, aka if he misses opportunity, that's it. And the second is social proof. Ak. I've sold so many tickets because this event is so successful that I only have three or four left. So that takes us to the end of another lesson. Here we introduced time pressure and we split it into two main subgroups. The first was time limits and the second was product scarcity. Both of these apply pressure onto the customer to make a decision as soon as humanly possible. And both can also be utilized with social proof to significantly increase the perceived value of your product. Congratulations on reaching the end of the first-class of the four-step sales guide. In this class, we explored the pre-sale, all of the major sales optimizations and techniques that you guys can apply before the sale interaction even starts to improve the likelihood of a positive outcome. You guys learned about key human motivators like the fear of loss and social hierarchies, as well as body language, vocal tone, tips for your appearance, how to use social proof, and how to use time pressure. Sales is a major passion of mine. So I sincerely hope you guys enjoyed learning about the first major step of the process. If you have any questions or if something you'd like me to follow up on, please leave me a comment or view and I'm more than happy to do so. I can't wait to see all your projects and thanks so much for tuning in. See you in the next class.