Apple Podcasts | Google Podcasts | Stitcher | Spotify   You may think you're selling products or services, but you aren't. You're actually selling decisions - and good feelings about decisions. Those feelings lie below the conscious surface of our minds, but they strongly inform our customer experience. Our most recent podcast guest on The Customer Experience Podcast, Paul Ross, is a hypnotist, speaker, author, and sales trainer. He teaches us how to quickly create a state of focus with the person we are speaking with. Paul uses subtle words and counterexamples to interrupt patterns and expectations. He even demonstrates how to move someone from reluctance to decision. Paul is the Master Hypnotist and Master Practitioner of neuro linguistic programming (NLP), as well as CEO and Head Trainer at Subtle Words That Sell. When he was a dating coach 25 years ago, Paul learned that his methods translated brilliantly into sales and has been turning stars into superstars ever since. We talk about... • Why we sell decisions and good feelings • How service and suggestion work in tandem with one another • Why suggestion is not manipulation • What pattern interrupts look like • What the three magic ...