Chapter 17. Making it Work for You
Most of us have had the experience of seeing a master presenter deliver a message. Maybe it was a sales rep who left a roomful of customers mesmerized. Maybe it was a preacher who left an entire congregation slack jawed and emotionally drained. Maybe it was a teacher who somehow made the principles of double entry bookkeeping more fascinating than any TV show we’ve ever watched.
Is that the kind of skill we need to develop in order to use language effectively in our sales process? Fortunately, no. You don’t need to be that good at presenting to be effective in selling. But applying some basic techniques, including Elmer Wheeler’s points, will help you. And then, who knows—with practice and opportunity you may ...
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