Why did I love this book?
Robert J. Ringer is a genius at creating big impressions that impress prospects and win deals. In his book, he takes the reader through his early failures as a commercial real estate agent, when buyers routinely broke agreements and used their leverage to raid his commissions. His solution was to “intimidate” by overwhelmingly impressing buyers from the moment they met. As a result, buyers took a completely different impression of his importance—and never again asked to reduce his commissions. The psychological effect snowballed, leading to explosive growth of his business. A fascinating—and useful—study of how to harness human nature to prosper.