CHAPTER 8

Communication, influence, persuasion: customer centricity

People don't like to be sold, but they love to buy.

Jeffrey Gitomer

Consistency is valued. Inconsistency is commonly recognised as an undesirable personality trait. If your deeds don't match your words, which don't match your beliefs, people will judge you to be indecisive, confused or even hypocritical. One key to your success in acquiring new business is your ability to communicate persuasively. Effective communication helps you to influence and persuade. Clients have to understand the value of what you have to offer with the same clarity that you do.

In this chapter you learn how to:

  • control the conversation by asking questions
  • break mental barriers and get the client thinking ...

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