Tune in to this episode. Paul dives deep into the driving forces behind customer decision making in tough times. Show Notes In tough times, the most dominant driver of customer decision making is ... “Cost cutting is an opportunity in disguise.” Remind the customer of the value of your solution. During tough times, “our instincts for self-preservation kick in.” Help the customer realize that, even in tough times, now is the time to act. Click here to purchase the latest copy of Value-Added Selling! Thanks to our production team at The Creative Impostor Studios. Thinking of launching a podcast in 2021? Click here to book a complimentary consultation with Andrea to find out how. *** Our show is updated weekly with the questions you ask. So, please go to the home page, subscribe, share it with your friends, but most importantly, ask the question that you want answered.  Thank you for tuning in. Make it a big day.