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The Ultimate Book of Influence: 10 Tools of Persuasion to Connect, Communicate, and Win in Business by Chris Helder

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Part IV: Selling and winning: certainty and simplicity

As I mentioned at the beginning of this book, winning in a sales environment really comes down to two things — certainty and simplicity.

Are you able to deliver a message in a simple way with total congruency? If so, people will respond and they will listen to your message. In this section, I want to share with you two final tools for winning business in a modern environment.

The first tool is absolute gold! It is a tool that will simplify any value proposition and put you in a position to separate yourself from your competitors. It is a tool that can be used in any medium — website, email, proposal, phone and face to face — and it is a way of structuring your separation points with both certainty and simplicity.

The last tool is really a way to clear the pathway for everything from a difficult discussion all the way through to closing a deal. From a language perspective, it will allow you to clear the objections you are dealing with, and give you clarity and focus on what needs to be done to win the business.

The bottom line is that both tools will improve your effectiveness and, ultimately, make you more money.

The two tools that are presented in part IV are:

Tool number 9: same, same but different

• How to separate yourself from the competition.

• Understanding the unique value proposition of the product or service.

• A series of 1 per cent shifts that will differentiate you ...

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