Sales is hard. Fortunately there is something you can do to make it easier: accept understand and embrace human irrationality.Pretty much every part of the sales process-from prospecting all the way through closing-has been thoroughly dissected in countless books and training programs. Every part that is except the impact of human irrationality on all of it. Appreciating irrationality in decision-making throughout the sales cycle remains a blind spot for most salespeople. It also represents a hu