Grant Cardone wrote in his book, Sold or be Sold:
Once I saw a beautiful jacket on display in a shop window and was so intrigued by it that I went inside to have a closer look. I asked the clerk the price, which she told me as she helped me slip the jacket on. Admiring my reflection in the mirror, I protested that the price was insane and added that I didn’t even need the thing! With a warm, understanding, and beautiful smile, she said, “No one buys a jacket like this because they need it. They buy it because it’s beautiful and it makes them feel good.” Melting in the truth of her statement, I asked her, “Do you take AMEX?”
How powerful is that?