Both selling and influencing suffer from the similar misconception that success requires you to aggressively or cleverly push a product or idea. This misunderstanding leads to inappropriate behaviors. For example, people can become evasive, “pushy,” and aggressive, or overly talkative and agreeable. Selling and influencing depends on getting behavior right, by moderating openness and assertiveness with warmth and competence. Combined with a great product or brand, this goes a long way to building customer loyalty.
I don't know about you, but I absolutely detest it when friends and family try to “force” me to buy what they are selling. I'm sure you know what I'm talking about. You are on your own “jejely” and a cousin of yours who just opened his clothing line comes to you. He is just starting out and he needs your support. You are a nice guy and you feel you should support him. It doesn't even matter if his clothes are of top quality or not. Nothing wrong with that. After all, we all need support. No one has reached the top without being assisted by someone one way or the other. No human is an island. So you support. His kinds of clothes are not what you normally wear but you support nonetheless. You get the clothes and give away or keep in your wardrobe or at least wear them once to show your support. If the clothing are of top quality, you can even tag your cousin on social media so others can see. You mention him and his business to a few of your friends with the hope that the...

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