When you’re attempting to persuade, do you emphasize the positive aspects of your offering or the potential loss of not taking action? This negotiation concept is called “prospect theory,” and today’s guest is an expert. Literally.

Calum Coburn is the Director and Vice President of The Negotiation Experts, a training and consulting firm that enables sales teams to drive measurable profit improvements. 

On today’s show, Calum and Brian discuss the finer points of “prospect theory,” along with how to start building the foundations of trust as soon as your prospects see your web copy.