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They'd better be the best properties on the market or the buyer is going to get discouraged with the process and say, oh, never mind. >> as a result she claims she closes more deals and wastes less time than the big guys and that's the strategy that keeps her in the game. a strategy that in some ways is shared by dale and bill. >> you start with bill stirling, you don't get handed off to some assistant. bill is there for the beginning, all the showings, all the research, and that's the way we want to work with every one of our clients. >> it's a typical david versus goliath story. we've talked...

What you find in that sweet spot, that moderate level of fear, and you give them a sense of control to mitigate the fear. >> if something happens, god forbid, i'd want to be prepared for that. this company is clearly tapping into people's emotions. so what can we learn from what they did that can be helpful to your company? two great guests to give uninsight into that, marketing expert and change agent jeffrey hazlett is the head of the hazlett group and larry winglet calls himself the pit bull of personal develop. his book is called "grow a pair" how to take back your business and your sani...