Likely, you are familiar with the age old saying in sales, “the prospect buys you not your product”. I believe in this statement 100%. If you are not already a believer, I suggest you continue reading and quickly adopt this FACT. It is important to understand the psychology behind this statement as opposed to just accepting it as fact. The basic principle is that people do business with people they can relate to. It is no different from how we choose our friends, significant other, or anyone we spend time with, the laws of attraction apply. With this understanding, we can now better understand the importance being yourself has in the world of sales. Prospects do not need extra reasons to say no or walk away from a deal, so it is imperative that we are real and genuine.