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Influencing People by John Eaton, Roy Johnson

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Engaging Interest

To influence people effectively, you need to find a connection between your goals and their needs and wishes. Find out what the other party wants, and use key words that emphasize these benefits as part of your proposals – draw your listener in.

TIP

Take the viewpoint of the person you want to influence.

Assessing benefits

Describing how your idea, product, or service meets the needs of the people for whom it is intended is a powerful tool. Selling a fast car illustrates this idea. The fast car’s powerful acceleration is a benefit for someone who enjoys driving quickly. But for a sedate driver, this confers no benefit at all. Identify your customers’ needs, then focus on how they can benefit personally from the product ...

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