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Chapter 1: Enlighten your Game

The road to success follows many twists and turns, peaks and valleys. Everyone who has risen to the top has failed time and time again. However, those individuals who can ride through these ups and downs with resolve are the ones to achieve success.

One of the greatest examples of resiliency is the story of Thomas Edison. While he is known as the most successful inventor of his generation (perhaps of any generation), Edison faced many obstacles and failures along his path to infamy. When he started his company, the young Edison faced excessive debt from acquiring the latest and best equipment for his laboratories. On another occasion, his laboratory burnt down in the middle of night with all this new equipment. Also, jealous inventories stole his designs and infringed upon his numerous patents. The most famous resiliency Edison story, retold many times, is the number of mistakes and flops he had before inventing an effective filament for his light bulb.

Thomas Edison is the epitome of an optimist. He did not view these difficulties as failures, but rather as successes. Edison saw a failed experiment leading to another path. He simply saw every failure as a temporary roadblock to his future success.

Dewey Bushaw adopted a similar strategy for dealing with all his failures along his road to success. Dewey started hitting the road selling Pacific Life products to his many customers more than two decades ago. Regardless of how great a product he had to sell, many of his clients would not buy it. However, Dewey would not take it personally or permanently and say to himself, “I have the right product-this is just the wrong time”. This strategy filled Dewey with resiliency as well as enthusiasm. He knew that his rejections were only temporary-he believed a yes was just around the corner. Today, such resolve has led Dewey Bushaw to be a senior VP at Pacific life.

In sport, athletes face one failure after another. If athletes do not have an optimistic strategy, they are sure to succumb to all the negative experiences. One such athlete, was the Hall-of-Famer Yogi Berra, who played amazing baseball for the New York Yankees. Yogi Berra didn’t blame himself when he wasn’t hitting. He blamed his bat. If his woes continued, he changed his lumber. “I know it sounds silly”, Berra said, “but it keeps me from getting down in the dumps. It keeps my confidence up” Yogi Berra, while known for his dull wit, was actually using a brilliant strategy to build his resiliency to failure. Lumber is a lot easier to change than your ability to hit a 90 mile fast ball.

Thomas Edison, Dewey Bushaw and Yogi Berra are all great examples of individuals who allowed their optimism to shine on their paths to success. Most people have the belief that optimists see the glass as half full while pessimists see the glass as half empty. This is the archetypical analogy. Today, psychologists believe that the difference between an optimist and a pessimist is how each explains a failure event. Further, the difference in how these two groups evaluate an event greatly influences future motivation, persistence, and performance.

Optimists possess a high level of resiliency because they follow what is known as the TUF strategy when describing failures. That is, when a failure comes to an optimist, they see it as “Temporary”. For Dewey Bushaw, he saw a “no” as a short-lived occurrence. Eventually, he believed, his prospect would turn around and say “yes”. Also, optimists see failure as “Unique”. An optimistic salesman would see a “no sale” as when a product does not match up well with a particular prospect, but this same product will match up will with his next prospect. In addition, failure to an optimist is “Flexible”. Yogi believed that if he changed his bat, success will be around the corner. Optimists believe that they have control over future events by changing their strategy, and strategies can be flexible.

Pessimists, on the contrary, believe in different explanations for failure. First, pessimists believe that failure is permanent. A pessimistic salesman who is performing poorly in the first quarter will believe that low sales would continue to occur for the next quarter. Second, a pessimist believes that failure will happen for all situations. A pessimistic ballplayer, who can’t hit against one curve-ball pitcher, believes he lacks skill to hit every curve-ball pitchers. Third, pessimistic individuals believe they have limited control over their failures. They think that nothing they can do will change failure. A pessimistic financial advisor believes that no pitch will work to investors because the market controls his destiny.

The “TUF” strategy used by optimists appears to promote a much higher level of achievement, regardless of venue. In business, psychologists have discovered optimists were more successful in sales and had greater job retention as compared to pessimists. In the world of sport, optimistic swimmers swam faster after a failure experience than pessimistic swimmers. In academics, optimistic students had higher GPAs than their pessimistic counterparts. This apparent difference happens in health as well, with optimistic individuals getting sick less often and, more importantly, living longer.

The good news, for those who believe they are bit too pessimistic, is anyone can become more optimistic about life. Martin Seligman, author of Learned Optimism, and the foremost psychologist in this area, indicated that an optimistic style can be acquired with the appropriate thinking patters. The following are strategies to help you develop the “TUF” mentality:

Tune up the T

To enhance the temporary dimension of failure at your job, you should see mistakes and lost opportunities as fleeting. See life more as a series of peaks and valleys. Some days are just going to be good and we click with the client, and some days are going to be much worse. Some days our pitch will seem flawless while other days it will drag. There might not be an apparent reason for the difference. It is just an off day that led to awful results. Here are some examples of questions to ask yourself when you fail that will emphasize its temporariness:

  • Were you at 100 percent today? (Perhaps you had a bad night’s sleep.)
  •  Did you give 100 percent today?
  • What might change in the near future like the economy, leading to different outcomes?

Urge on the “U”

To enhance the unique dimension of failure, you should emphasize how the event was special. For instance, you could focus on how the client may have not matched up with your personality, while the next client will be a better match. Or, your products were not a great fit for the previous client. To urge on the “U”, address the following concerns:

  • What was it about this particular client that did not work with you?
  • Did you have unique feelings about his client?
  • How was this situation unique? Was the product a good match?
  • How do your skills match up differently with upcoming clients?

Foster the “F”

To enhance the flexibility dimension, you should illustrate how failure can change by altering some behavior. For instance, perhaps you did not prepare enough for the meeting and failed to connect with the important client. Or, you tried a hard sale when a softer one would have been more appropriate for this particular client. To foster the F in your mentality, these questions should be addressed:

  • Can you change any strategy for the upcoming situation to be more successful?
  • What else can you control to prevent failure in the future?
  • Should you seek out a mentor or advisor to guide you down a different path?

When you develop the TUF mentality, the road to resiliency should be much easier to find.

Chapter 2: Be Comfortable in the Uncomfortable

            Kyle Logan had prepared for a month for his presentation with Kendrick Manufacturing. He had just started his own PR firm, Logan International. Kendrick was the big fish he had wished for- this client could get his company up and running, and Kyle knew it. He had researched Kendrick for months. Kyle then prepared what he thought was a great pitch, and then practiced it over and over-until he had it down cold.

When the big day came, Kyle choked away his future. He started off fair, and then it got worse. His mind began to race, and so did his words. Kyle began to slur one word into the next, and he could tell that the Kendrick’s team was getting annoyed and frustrated. From there, it went on a downward spiral to awful. Needless to say, Kyle did not get the account.

Kyle performed terribly because he did not know what his body would do under intense pressure-and this was one of the biggest moments of his life. Sure, he practiced his presentation, but under calm conditions. He did not practice with excessive pressure, and so he did not know what to do when his emotions became overwhelming. Subsequently, he choked away his future.

The difference between great performers and average ones is that they know how to be comfortable in the uncomfortable. They know what their body will do under pressure and so they have the right response. Take the scene from the 1986 Masters. Jack Nicklaus was 46 years old and most believed- past his prime. He had not won a major in 6 years. But Augusta National is different-the place has magic for Jack.

On the 15 hole, he was four shots behind the leader Seve Ballesteros, the best of the young guns for his generation and already a major winner. Jack hit a booming drive and was only 200 yards from the green on the par five. His caddy, his oldest son Jackie, motioned to his father to hit a 3 iron. Jack, who had been under intense pressure conditions all his professional golfing life, knew his body and felt the changes caused by pressure. Jack told his son, that a 3 iron would go too far-he felt the pump of the adrenaline flowing in his veins. He motioned for the 4 iron; Jack proceeded to hit the ball on the sweet spot of club, finishing about 12 feet from the hole. Jack then rolled the putt in for eagle and went on to win, what many considered, the greatest Masters of all time.

According to Daniel Goldman, one key component of emotional intelligence is being aware of your emotions. All the greats have an intuitive sense of their body and how it will respond to the pressure. For Jack, he knew he would hit his 3 iron over the green and possibly into the pond that sits just beyond the green. Others have come to the same situation and faltered. Jack is known as one greatest golfers to ever play-if not the greatest-and much had to do with his awareness of his emotions and how to control them under pressure. Jack’s emotional IQ is pure genius.

To gain an awareness of how your body will respond under pressure, you must follow the principle of situational similarity. Performance psychologists have long known that the best way to prevent choking under pressure is to create practice situations as similar as possible to performance conditions. In essence, when the practice situations mimic pressure conditions, individuals will begin to understand what their bodies do under pressure, thereby, they will have a greater transfer of skills to the performance realm.

Avoid the fate of Kyle Logan. To perform at your best under pressure, create pressure situations when you are practicing your craft. You need to learn how to be comfortable in the uncomfortable.  Learn how to manage your emotions and perform at your best when the stakes are the highest. The following drills will help inoculate you against choking:

Have your own reality show:

One of the greatest clutch kickers in NFL history is Adam Vinatieri. Most likely, his ability to be clutch came from his development of his reality show on the field. He made practice just like reality. During practice, he always kicks with his helmet on and buckled. He got team officials to pipe in crowd noise during practice. Adam times every kick he makes, from when the ball is snapped to when he launches it off the field-nothing changes from practice to the game. His reality show has helped him win two Super Bowls with last-second kicks.

Make your own reality show when practicing your skills. Regardless of situation or who you are in the company, you will be nervous when the stakes are high-Don’t deny that fact-So practice being comfortable in the uncomfortable. If you have to make an important pitch to your colleagues, then imagine all the key players in the room. Feel the pressure when practicing. Get your heart rate up. Perhaps, you could do a few jumping jacks to simulate the nerves and then give your speech.

Making it as real as you can when you prepare and your skills will transfer in excellent shape.

Practice with consequences:

Phil Michelson, winner of many majors, has a golf putting drill in which he practices with consequences. He has to make 100 putts in succession from a 3 foot radius. If he misses one, he starts all over-now that is applying the pressure.

Practice with consequences when you are preparing for a presentation. Ask a few colleagues to listen in, and tell them for every mistake you make, you will hand them a crisp $20 bill. That will get them into the room as well as apply the pressure on you. While you may get a bit poorer using this process, you will be much richer in knowing how you will perform under pressure.

Chapter 3: Pump up with Positive Self-Talk

Billy Mills’ story rings true of the Olympic dream. A Native American who grew up on a reservation, he earned a track scholarship to attend the University of Kansas. However, Billy had many difficulties as a Native American at what was virtually an all-white school. Consequently, he dropped out and joined the army where he began training for his dream, an Olympic gold medal.

Mills knew that in order to be the World’s best at the 10,000m, he not only had to train his body, but also his mind. To accomplish this goal, he kept a journal and every day he would jot down positive self-statements about the upcoming Olympics in Tokyo. He wrote such affirmations as: “You are going to feel great the day of the Olympics” and “You are going to have great energy in Tokyo”. Mills believed the subconscious mind and the conscious mind cannot differentiate from one another. By repeating positive self-statements, you will believe them full-heartedly.

Billy did respond amazingly to all his positive self-talk and self-reinforcement. In the Olympic finals, Mills was only third as he came to the home stretch of the race. Then all his training came to fruition and he said, “you can win, you can win, you can win”-With those words came an incredible last kick, Mill pulled off one of the greatest upsets in Olympic history of track and field coming from behind to win the Gold Medal.

Self-talk is actually a type of self-hypnosis. By repeating positive self-statements over and over again, Mills hypnotized himself into believing in his excellence. He created a continuously playing positive mental tape that boosted his energy when he needed it most, at the last leg of his race.

But self-talk goes beyond self-hypnosis. Our thoughts create neurological impulses in our brain, and these impulses stimulate new pathways in the brain. Repeated thoughts become stronger and more available. Positive self talk can super charge our emotions, making us super performers.

Unfortunately, many people fall flat from their negative mental tape playing in their heads. Dick Ross had this problem. Every time he would meet an important client or had to present to his colleagues, he would say, “Don’t mess up again” or even worse, he would berate himself with the statement, “Don’t be a stuttering fool again”. As a child, Dick had a problem speaking with a stutter. Now, when he gets into pressure situations, this old mental tape gets replayed. With his destructive self-talk, Dick is strengthening his brain structure the wrong way, to choke under pressure, and as a result, he has never reached his potential in his field.

Do you have a negative tape continuously playing in your head? Is it hurting your performance and potential?

The following tips will help you change your tape from negative to positive:

Develop a best friend’s journal

Like Billy Mills, develop your own best friend’s journal. Assignment #3 shows you how to do this.

Make every client your favorite

Jack Nicklaus consistently mentions his love for Augusta National, home of the golf major-the Masters. He even has said he gets goose bumps when he drives up Magnolia Lane-the entrance of Augusta National. Jack had a love affair with this place and he won 6 Master titles.

On the flipside, Trevino has stated that Augusta National and he were never a good fit. Lee Trevino has won every major except the Masters. Perhaps if he felt the love for the place as Jack does, Trevino might have won there.

The same principle readily applies to self-talk in business: Make every client your favorite. You can find something wrong with every client as well as find something special. Perhaps, it is your client’s persistence to say no-which you can see as determination. Or, your client always declares how busy she is-which can be seen as her diligence. In all cases, find something you value in each client or simply tell yourself how you admire a particular client’s uniqueness. You can talk yourself into having a great attitude with any client, or talk yourself out of liking any client. The choice is yours to succeed.

Be like Bruce Lee

Bruce Lee implemented an ingenious imagery technique for ridding himself of negative thoughts. When negative thoughts would enter his mind, he visualized writing those thoughts on a piece of paper. Then, Bruce would imagine the paper becoming a tight wadded ball. Last, he mentally lit the paper on fire, burning it to a crisp. Once destroyed, that specific negative thought would never enter his mind again.

Be like Bruce-Do not let negative thoughts burn you up or burn you out. Knock them right out of your mind.

Snap out of it.

Make a fashion statement and tie a rubber band around your wrist. Every time you have a negative thought, snap it. Not so much that it hurts, but enough to know you mean business.

If your mental tape is filled with negativity, the rubber band will continually bounce off your wrist all day long. But over time, your snaps will start to diminish and so will your negative self-talk. You can keep wearing the rubber band as a fashion statement if you wish.

Chapter 4: Get a Life Line

Amy Miller walked into her boss’ office and declared “I don’t think I have what it takes for this job”. Amy had just redesigned the ParkCityBridge and was 6 months behind schedule and $40,000 over budget. Amy then added, “I love the work-what I don’t enjoy is the stress of the numbers and time constraints when trying to complete every job”.

Amy works for Badgett and Badgett Associates, an architectural design company just outside BoulderColorado. Her boss, Tim Badgett had hired Amy for her creative flair and spunk, greatly needed at, what he felt, was a company losing touch with the times.

Tim Badgett, has been the CEO of the company for the past ten years-his father had stepped down a decade ago, after starting the company 30 years prior. Tim knew a great personality and employee when he saw one and told Amy, “I had just visited the bridge this morning-the lines and shapes fit perfectly within the contours of the environment-The bridge complements the river and molds into the mountains like no other bridge I have ever seen-it is magnificent”. He added, “Amy-you are a visionary.” Tim then told Amy to forget about the small details, he would have someone help her with those issues.

After the meeting Amy wrote on a piece of paper “visionary” and posted it on her computer’. She had decided to use that as her “job line”-She would focus on the big picture-and not worry so much about going over budget or if there is a delay in completing a project. Her job line allowed Amy to settle into a fantastic career.

Do you have a job line? Or better yet-a life line?-A pithy statement to guide your emotions, actions, and decisions down the best path.

The all-time great tennis player John McEnroe has a life line-“Always moving forward”. John said his desire is to continually move ahead in his life. He is always trying new things. Besides being a tennis player, John has played in a band, owns an art studio, hosted his own talk show and currently commentates tennis matches for television. John’s life line has guided his entire career.

Get a life line

Develop a lifeline-one that fits your goals and guides your actions:

Here are a few suggestions:

  • Always keep trying
  • Bounce back
  • Be a visionary
  • Never give up
  • Be your own best friend
  • Don’t sweat the small stuff

Pick one that works for you and post it on the computer as Amy did-and use it as a guide as well as a comforting statement.

Give yourself a nickname

Do you remember when you gave your buddy that great nickname-That enduring name that created a special bond.

Why not give yourself a great nickname? A nickname can be a powerful tool along side the life line.

When Orel Hershiser got his nickname, his career skyrocketed.

It was 1984 and Orel was struggling in the majors as a pitcher, and having a terrible season. After one tough game, Ron Perranoski, the pitching coach told Orel that Tommy Lasorda wanted to see him in his office. Tommy was the head coach of the LA Dodgers and a legend at the time. While Tommy was a passionate leader, he could also be abrasive and brash when he wanted to make a point.

At the meeting, Tommy let Orel have it. He said that Orel looked fearful on the rubber and began to berate Orel, “Who do you think these guys are at the plate? Babe Ruth? The bambino is dead!”.

Then Tommy said that Orel had the right stuff and that he believed in his skills. He told Orel that he needed to take charge on the mound, that he needed to be a fighter, a bulldog-and then Tommy said, “From now on I am going to call you bulldog.”

Out of that meeting a nickname was born and so was a pitching legend.

Orel’s nickname made him feel more tenacious on the mound and fight for every pitch. Perhaps it’s time to give yourself a nickname-one that breeds the feelings and actions you need to be more successful at key moments in your life and at your job.

Chapter 5: Think Big

Our belief system can change our physiology. Medical research has documented time and time again how patients will feel better after given an inert substance such as a sugar pill, if they are told that this pill will be beneficial to their health. They believe in the pill, and it helps their healing process. This is known as the placebo effect.

The belief in ourselves can heal any wounds of difficulty and allow us to continue with great energy and persistence toward our dreams. Rudy Kalis’ belief in his abilities allowed him to overcome an unfavorable start as a sports caster. Actually, Rudy started his television work as a news caster in Green BayWisconsin at a small television station. Per chance, the current sportscaster walked out of the job due to an argument with the management, and they offered Rudy a 30 day trial at the job. After the 30 days, they brought in two consultants to evaluate his work–after to which they told Rudy that he should find a different career. Not devastated or humbled, Rudy continued his path and sent out promo tapes to other stations, one being Nashville. They liked his work, hired him and Rudy Kalis has been a beloved icon in Nashville for the last 30 years as a sports caster. By thinking big-much bigger than those consultants-Rudy realized his dreams.

Belief in yourself can fuel the fire to overcome any criticism or adversity: It can even take you from a “grocery boy to the Super Bowl”-it happened for Kurt Warner in his story book season of 1999.

After playing for his college team, Northern Iowa  for one year, and throwing for almost 3,000 yards, Kurt believed he had what it took to be an NFL quarterback. After college, he had a tryout with the Green Bay Packers. But with the likes of Brett Favre and Ty Detmer, he did not have a chance and was cut.

He moved back to Cedars Falls, Iowa and got a job being a stock boy at a local 24-hour supermarket. However, he still kept his dream alive. He continued to prepare for his shot at the NFL, staying in shape mentally and physically, studying game film and hitting the weights. All the while, Kurt would tell his coworkers that he was much more than a grocery boy-that someday he was going to play in the NFL.

Then he got his chance-another tryout with an NFL team-the St. Louis Rams. He had a terrible tryout, but they signed him anyway to play and sent him to Europe. He led that NFL Europe team in passing yardage which opened up a spot as the second-string QB for the St Louis rams. When an injury came to the starter-Trent Green, Kurt Warner finally had his chance.

In the 1999 season, Warner generated the second best statistical season of any quarterback in NFL history. He completed 65 percent of his passes and 41 touchdowns. He led his team to the Super Bowl –coming from behind with a game winning drive in the last two minutes. In that magical year, Warner was voted the NFL most valuable player as well as the most valuable player in the Super Bowl-a long way from bagging groceries-and it all came from a true belief in his ability. Kurt thought big and he achieved his ultimate goal.

While our belief system can make us accomplish wondrous achievements, it is a double edge sword-our beliefs can also create a ceiling to our potential. This belief principle happened with the 4-minute mile. No one thought it was possible to break that impenetrable mark-and so no one did. However, amazingly, when Roger Bannister did accomplish this world-class feat in 1954, there were 45 other runners who broke the barrier within the next five years. These runners had a belief of limitation until Roger shattered it for them.

Believing in limitations could have changed our political history. Two years before the historic election of Barack Obama, many critics said that the nation was not ready to elect a black man for president. Some pundits declared that the main limitation for this candidate was his race.

But Obama and his campaign staff did not listen. They thought big, beyond any limitations. According to David Axelrod, head of Obama’s campaign, they never once had a discussion of race-how it was a weakness or how to use it as an advantage. They disregarded this apparent limitation, and focused on their key message: Change and Hope. Because of big thinking, we have a president who transcends any racial barrier.

The following tip will help you to think big and overcome any belief barrier:

Think big:

Arnold Guten, a young financial advisor at Merrill Lynch, had a ceiling problem. He would only call on individuals who he considered had a small portfolio to invest (under $500,000). He felt comfortable speaking and dealing with this clientele. He would never call upon clients who had over $1,000,000 to invest and would never dream of interacting with a CEO with $100,000,000 in his portfolio. Arnold Guten thought small. As a consequence, Arnold had a business that was small. He never met his quota and after 3 years went into a different line of work.

Have you placed a ceiling at your job?  Do you see yourself making a certain salary and that has placed you into a comfort zone of working small? Do you live smaller than your potential?

If so, then break through this barrier-think big

To help you think bigger, get a small index card and write “Think big”. Place it on your refrigerator or on your computer. Every time you see this card, it is to remind you that ceilings do no exist for you. You have no limitations. You can do anything, achieve your dreams and reach the greatest heights-in business and in your life.

Chapter 6: Anticipate Your Excellence

Magic Johnson, the world-class Los Angeles Laker, was known to have eyes in the back of his head. He was “Showtime”. Moving down the basketball court on a fast break, he knew where all his opponents were, and as such, could dish off the ball to his teammate, as if magic.

Magic Johnson became a legend in basketball because he was an expert in anticipation. Essential in all high paced-high stressed events, anticipation allows us to predict the most likely situation for a given event. If we anticipate correctly, we make the best decisions with plenty of time to spare. Like Magic, the best anticipators make a difficult situation look so easy.

Another world-class anticipator was Dennis Rodman. Whether you love him for his flare or hate him for his irreverent behavior, Dennis Rodman is considered one of the best rebounders in the history of basketball. While rebounding takes great agility, quickness and fast reflexes, Rodman relied on much more than his physical abilities to dominate his competition. What set Rodman apart from his contemporaries is his mental approach to rebounding.

Sixty percent of rebounds occur below the rim, which means that positioning is more important than leaping ability. Rodman is a great rebounder because he knew where to position himself for every rebound. Rodman analyzed an opponent’s shot tendency and then implemented this into a strategy for determining where to position his body to get the rebound. For instance, when Rodman played for the Detroit Pistons, he had specific rebounding strategies against two of his greatest opponents, Michael Jordan and Scottie Pippen of the Chicago Bulls. Dennis mentioned that Michael Jordan had a very soft touch and the ball would come off the rim quietly. When Jordan would shoot, Dennis would position himself closer to the basket. In contrast, Scottie Pippen had a more forceful shot: The ball would come off the rim quicker and harder, if the shot was missed. When Scottie shot, Dennis would position himself farther away from the basket to grab the rebound.

Wouldn’t it be great if you could anticipate all your clients’ needs and desires?  Wouldn’t it be wonderful if you anticipated all their queries so that you could respond magnificently?

Or better yet, would you not be more successful if you could predict what your boss is thinking and desires from you?

In all cases, being able to anticipate any situation that arises will make you much more successful, regardless of profession. Anticipation will allow you to become a much better communicator and connecter to your clients. It will allow you to prepare a presentational style that will resonant for every client-and who does not want to advance in that skill?

Sport researchers have discovered that the best anticipators incorporate two main sources into their prediction formula: cues in the environment and tendencies of an opponent. The following drills illustrate how you can use these two sources to become a better anticipator at work:

Develop a client log

Predicting what a client may be thinking is very difficult. No one is a mind reader (at least no one I know), but the best way to develop an intuitive sense of others is though knowing your client.

Bob Feller, the Hall of Fame pitcher for the Cleveland Indians, would keep a log of opposing batters. After each game, he would chart the like and dislikes of the batters. That is, he would log down what pitches they liked to hit and which ones they would avoid. To get more precise with his player log, Bob Feller would even watch the opposing team’s batting practice for little tips and hints.

Like Bob, keep a log of each of your clients. After each transaction, record which  actions were effective as well as which actions failed for this particular client. Be aware of the subtle cues of the interaction. Did he smile or grin when he was satisfied with the deal? Did he fidget a lot when uncomfortable? What are some of the words or phrases that your client really liked? Which words or phrases are a turn off? Were there certain behaviors or gestures that your client liked? Or disliked?

Also, record any tendencies of your client. Does she like the soft sale? Does he like the aggressive pitch? Does she back away when forced to make a quick decision?

View your log before each interaction to create a game-winning communication style that is tailored for every client.