Fear drives the buyer, whose main goal is avoiding risk, blame, and regret. Once you see that clearly, sales stops looking like persuasion and starts looking like interpretation. Amateurs think they’re selling information, but professionals know they’re dealing with a nervous animal trying not to make a mistake. THE PREHISTORIC BRAIN STILL RUNS THE DEAL Remember, humans are still wired with a prehistoric brain which uses fear to keep us out of danger. Titles, degrees, and spreadsheets don’t change that basic wiring. Underneath the modern language of budgets and ROI is a brain that evolved to survive fire,…