CHAPTER 21

Opening the Sales Call

Persuasion follows a predictable path. It begins with the receiver’s attention. Then, the receiver becomes aware of a compelling need that requires action. Next, the sender of the message attempts to convince the receiver that the seller’s solution will satisfy the receiver’s need. Lastly, the sender issues a call to action. Every form of persuasive communication follows this path.

Advertisers use color and volume to get the consumer’s attention. Then the advertiser helps the consumer become aware of how empty his or her life is without the product the advertiser is selling. Next, the advertiser promises how much better the consumer’s life will be with the advertiser’s product. Lastly, the advertiser asks the ...

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