chapter 3
Pre-suasion
There is one area of planning that is often missed by salespeople and it can make a significant difference to your result. While it is important to plan and focus on the message that you want to deliver (e.g. the pitch, the features, the benefits), research by psychology and marketing expert Dr Robert Cialdini shows that the most effective influencers also plan and craft what they are going to say immediately before giving the message itself.
Why is this? In his book Pre-Suasion: A Revolutionary Way to Influence and Persuade, Cialdini talks about the importance of the timely focusing of a prospect’s attention onto something ...
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