| Introduction |
4 |
| How Decisions Really Get Made |
4 |
| |
Assumptions in Selling |
5 |
| |
Information Processing |
6 |
| |
How the Brain Makes Decisions |
7 |
| The Decision Tree |
9 |
| |
Comprehension |
9 |
| |
Evaluating a Recommendation: Impressionistic Thinking |
10 |
| Using Life Experience |
12 |
| |
Generations |
12 |
| |
|
Before 1946 |
12 |
| |
|
1946 and After |
14 |
| Presenting Recommendations In Ways That Work |
15 |
| |
Focusing on the Important Things in Life |
15 |
| |
Use Shades of Gray |
16 |
| |
Substitute Right-Brain for Left-Brain Communications |
18 |
| |
Actively Motivate Older Investors to Use Fluid Intelligence |
19 |
| |
Overcoming Processing Errors |
20 |
| |
Making the Sale |
22 |
