Among the more memorable nuggets I've digested from New York Times best selling author Tom Ferry has been that in real estate, a broker can't "sell" someone, but he can strip away the confusion to help their customer make a decision. It doesn't matter if it's a yes or a no. What matters is that you help them decide on what they really want by asking the right questions. Decisions define our lives, but what defines the word decision? The root of the verb comes from the Latin cise or cide, meaning to cut, as in incise, circumcise and most importantly in this context, to decide. Here we cut away the uncertainty to help customers get what they really want.
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