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For Subscribers

4 Sales Mantras to Memorize and Why They Work You're not pushing a product -- you're changing minds.

By Joe Robinson

This story appears in the February 2016 issue of Entrepreneur. Subscribe »

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1. Create certainty

"There's a big difference between getting someone to like your product and getting someone to buy," says Derek Rucker, a social psychologist at Northwestern's Kellogg School of Management. They need to feel certain it's right for them, so engage their doubts. "Challenge consumers to critique your product. When they fail to find significant faults, they become more confident of the product's merits."

2. Reinforce the positive