people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value. - Robert B. Cialdini

Deep inside is a sense of low personal worth that directs them to seek prestige not from the generation or promotion of their own attainments, but from the generation or promotion of their associations with others of attainment.

Everything should be made as simple as possible, but not simpler. — ALBERT EINSTEIN

So by my lights, the number one rule for salespeople is to show customers that you genuinely like them. There’s a wise adage that fits this logic well: people don’t care how much you know until they know how much you care.