The training is based on real data. In behavioral psychology studies conducted by psychologist Robert Cialdini, Ph.D., psychologist and Nobel Prize-winning economist Daniel Kahneman, and behavioral psychologist and MIT professor Dan Ariely.

The role that emotions play in decision making is explored in detail: How they affect people's behavior, and how to use them to create a positive current between salesperson and client from a good start, which serves to make the client see us in a better light, and judge our proposals more positively.

The importance of doing so in an ethical, non-manipulative manner is emphasized.