Denis Waitley in his book - Safari to the Soul talks about the placebo effect.
Volunteers are treated with experimental drugs whose effect is tested by measuring the difference in response to the powerless placebo and to the drug.
Some group of volunteers who had just had their wisdom teeth extracted were given morphine to alleviate their pain, the others swallowed a placebo they believed to be a powerful pain killer.
Many of the placebo recipients said they experienced dramatic relief from their pain, believing they had been given morphine too.
Maybe we are in for the long haul, this is the time that all frontline sales professionals must rise up to deliver.