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This Simple Line is a Powerful Way to Help a Client Justify a Purchase

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“That’s so you, isn’t it?”

When to say it: We buy what we buy to remind ourselves — and tell the world around us — who we are. Such a question, when affirmed by the customer, gives the intellect the facts it needs to justify the purchase. Source: Roy H. Williams, The Wizard of Ads

 

This article originally appeared in the September 2016 edition of INVISION.

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