CHAPTER 8Communication

Once you’ve engaged with a prospect, it’s important to make sure your communication is effective—often easier said than done. Take a look at Figure 8.1, which breaks down how human beings communicate.


What could be simpler? Yet even though this communication model seems quite direct, things often get deeply confused when you are interacting with stakeholders and decision makers. Why?

The answer is straightforward: People have different behavioral profiles. What works with one person may backfire spectacularly with someone else.

This brings us to the DISC behavioral assessment system, which is deeply relevant to the world ...

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