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Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition
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Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition

by Tom Reilly, Paul Reilly
July 2018
Intermediate to advanced content levelIntermediate to advanced
336 pages
8h 58m
English
McGraw-Hill
Content preview from Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition

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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Publisher Resources

ISBN: 9781260134742