Read, Relax, Relate

WHAT

Read the situation, relate to your customer, and therefore relax the conversation.

WHY

You don't want to force someone to come to your level of excitement, adapt to you, or to your environment as this will reduce the likelihood of them relaxing and therefore trusting you. This ties into the impulse curve and the idea you should always be just a little more excited than your customer as you go through the 5 Steps.

HOW

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