CHAPTER 9Evoke Emotions!
AAAAAHHHHH! (AND OTHER EXPRESSIONS THAT HELP YOU SELL) … I’ve always wanted to use that as a chapter title in a book. I love the sound of it. And honestly, I struggled between using Aaaarrrggghhh! and Aaaaahhhhh! I believe you’ll agree that I chose the right one.
The point of that expression? It represents an emotion, an outburst of feeling. Say it again, right now. Did it come flying off your tongue as a good feeling, or one of disgust, possibly despair?
Understanding emotions is one of the least understood, and certainly least taught, concepts in selling. Here’s the teaching that I want you to walk away with:
You must evoke emotion when you converse with prospects.
How best to do this? By crafting your questions so ...
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