Hire for Emotion;
Train for Skills
I rate enthusiasm even above professional skill.
This book is about your customers: how they are irrational, and what you can do to better understand and interact with them. So far we've talked about the irrational subconscious, what it is and how it is inaccessible to the conscious mind, as well as how it processes up to 95 percent of the cognitive activity happening at any moment. We've also discussed how your customers are not very good at telling you how they feel and even worse at projecting what they might do in the future. Plus, we've explored some of the things you can do to better understand your customers, given the quirkiness of how they think, and what you might do to better drive a desired behavior.
One of the major factors in delivering the right products and service to your irrational customers is hiring employees with the natural ability to connect with them on an emotional