Book DescriptionTypically, before we worked with them, our clients were selling and marketing based on traditional features and benefits. If you're still using these outdated tactics, you're in trouble. Recent studies by the Sales Career Training Institute and the Performance Marketing Institute have broken new ground when it comes to sales and marketing effectiveness strategies. Studies conducted by these not-for-profit Institutes have led to the development of the FEAR Selling System. One of the key findings of both of these Institutes is that today's marketers are using hopelessly outdated selling strategies. Benefit selling (or what we call HOPE Selling) is only one half of the powerful Persuasion Equation. To get people out of their Comfort Zones and take action by buying your product/service, you must focus not only on the positive consequences of buying but also on the negative consequences of not buying your product/service. Many of our clients sell complex...

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