In neuro-linguistic programming, 'you go first' - if you want your customer to be in a particular emotional state, you must enter that emotional state first

Eben explains the NLP principle and applies it specifically to sales: 'you want your customer to eventually be really excited and enthusiastic about paying you, about trading you some of their value... If they're not enthusiastic, they're gonna be doing it out of obligation or out of pressure, and that just leads to all kinds of problems'