The Ten Master Principles: a practice card
These are the book’s named principles. Use the application notes to choose one behavior to practise. The writing principles in Chapter 6 are a separate set.
1. Human Psychology Does Not Change with Ticket Size
Look for the buyer’s desired outcome and decision reasoning at any price. Adapt the evidence and process to the actual decision.
2. The Sale Must Feel Like Their Idea
Help the buyer examine and state their own reasoning; a prompted yes is not the same as ownership.
3. Non-Neediness Is the Foundation
Notice where needing the deal changes your pace, questions, or willingness to accept no fit.
4. Curiosity Beats Persuasion Every Time
Follow a meaningful answer before reaching for a prepared explanation.
5. Rapport Is Trust, Not Likability
Demonstrate understanding of the buyer’s situation through specific questions and an accurate recap.
6. Questions Structure Reality
Choose questions that help the buyer examine the situation, rather than merely fill in a form.
7. Peak Moments Determine Outcomes
Make the relevant insight or demonstration clear and memorable. Treat the principle as a design prompt, not a guarantee of purchase.
8. Pricing Must Come Last
Build context for value before your planned presentation of price. Answer a direct price question honestly; do not hide terms.
9. Non-Negotiable Versus Preference
Establish which boundaries are genuine before proposing a reframe.
10. COR Dissolves What Logic Can’t
For Identity resistance, study the six-step Criteria-Outcome Realignment process and its Non-Negotiable Checkpoint.
Keep learning
Take the next idea into a conversation.
Use the Five-Question Audio Debrief →
For the complete curriculum, labs, assessments, and industry tools, explore the nine industry courses.