Craig Elias on using trigger events and the right words to sell

Craig Elias goes from computer science degree to Canadian sales rock star and learns some things along the way, such as:

• How people end up in the Window of Dissatisfaction
• What they do when they get there
• How do be the first to know someone is in the window
• Why you need to analyze your wins more than your losses
• What kinds of words you need to use to sell