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Secrets of Power Negotiating: 15th Anniversary Edition by Roger Dawson

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Chapter 56
Reverent Power
The fourth element of personal power is Reverent Power. This power can be said of anybody who has a consistent set of values. An obvious example of this is a religious leader, who is saying, “You can trust me because I have a set of values, and I am not going to deviate from those values.”
You like and admire consistent behavior in your customers. They like and admire it in you. If you’re willing to take a stand for your principles, especially if it appears you’re risking financial loss, it builds trust in other people, and they love you for it. For example, you might sell computers and you have the courage to say to your customers, “Of course, you’d like to save money. And I’d favor it, too, if it were the right thing ...

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