Brandon discusses the art of selling feelings rather than products, emphasizing the importance of building deep rapport with clients. He introduces the concept of mental priming, a technique from neuro-linguistic programming (NLP) that influences the subconscious mind. He shares a personal anecdote about experiencing priming during a medical consultation. He explains how to mentally prime female prospects by connecting their past purchases to the current product, eliciting positive emotions and increasing their likelihood of buying. Similarly, he suggests priming male prospects by associating the purchase with winning a bet, creating a dopamine rush. He advises using these techniques ethically to enhance sales success.

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