DON’T PROVE THEM RIGHT: The Customer Has Already Met You Before You Introduce Yourself

THE CUSTOMER HAS ALREADY MET YOU BEFORE YOU INTRODUCE YOURSELF.

Before a customer walks through your door, he may already have a picture of you in his mind.

The aggressive salesperson.

The shark.

The person who cares more about the commission than the customer.

You didn't create that picture.

But what you do next can either destroy it—or prove it right.

Drawing from years of experience as a general manager in the automobile business, Mark H. Awad reveals the psychology he used to turn pressure into trust, confusion into clarity, and difficult customers into relationships.

Through unforgettable real-world stories—from the shark on the sales floor, to the whale in the finance office, to the killer whale who unexpectedly becomes the lifeguard—Awad shows why the strongest salesperson isn't always the one who talks the most, pushes the hardest, or knows the most closing techniques.

Sometimes the best close is to stop closing.

Sometimes the customer doesn't need more choices. He needs clarity.

Sometimes “I need to think about it” isn't an objection at all. It's a misunderstanding waiting to be discovered.

And sometimes the fastest way to earn someone's trust is to do exactly the opposite of what they expect.

This isn't just a book about selling cars.

It's about selling anything.

It's about leadership, communication, human behavior, and one principle that can change the way people see you:

Whatever you do—DON'T PROVE THEM RIGHT.