every experience as an opportunity to learn something that can help you next time. If you are in sales, use this method after every sale. Immediately after a sales call, successful or not, ask the magic questions. This quick review will dramatically increase the speed at which you learn and grow as a sales professional. Make this instant replay a part of your life. Use this method re- peatedly so that it becomes automatic. No matter how disappoint- ing the setback or difficulty may be, you will soon be preprogrammed to learn the most from the situation and to extract every kernel of good that you can possibly get from it. When you combine this method with mindstorming—forcing yourself to generate 20 answers to each question—you will be ab-
the same would happen for the sales of Mars Candy Bars, which have nothing to do with the space project but are named after the candy company's founder, Franklin Mars (White, 1997). Most recently, researchers have found that promo- tional signs proclaiming SALE increase purchases (even when there is no actual savings), not simply because shoppers consciously think, "Oh, I can save money here." In addition, buying becomes more likely because such signs have been re- peatedly associated with good prices in the shoppers' pasts. Consequently, any product connected to a SALE sign becomes automatically evaluated more favor- ably (Naylor et aI., 2006). The linking of celebrities to products is another way advertisers cash in on the association principle. Professional athletes are paid to connect themselves to things that can be directly relevant to their roles (sports shoes, tennis racquets, golf balls) or wholly irrelevant (soft drinks, popcorn poppers, panty hose)
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