When you’re attempting to persuade, do you emphasize the positive aspects of your offering or the potential loss of not taking action? This negotiation concept is called “prospect theory,” and today’s guest is an expert. Literally. Calum Coburn is the Director and Vice President of The Negotiation Experts, a training and consulting firm that enables sales teams to drive measurable profit improvements.  On today’s show, Calum and Brian discuss the finer points of “prospect theory,” along with how to start building the foundations of trust as soon as your prospects see your web copy. Listen in to hear the full conversation. Resources Discussed: Myers Briggs Test http://www.mypersonality.info/personality-types/ www.personalitytype.com/career_quiz Kolbe Index https://kolbe.com  Stanford Study: https://credibility.stanford.edu/guidelines/index.html The Speed of Trust by Stephen M.R. Covey Waiting for Your Cat to Bark by Brian & Jeffrey Eisenberg Thinking Fast and Slow by Daniel Kahneman Quick Links:  Connect with Calum  Learn more about The Negotiations Experts Follow Brian on Twitter Learn more about Conversion Sciences