Top Highlights

• PRE-SUASION The highest achievers spent more time crafting what they did and said before making a request.
• Instead, after his standard presentation and just before declaring his ($75,000) fee, he joked, “As you can tell, I’m not going to be able to charge you a million dollars for this.” The client looked up from the written proposal he’d been studying and said, “Well, I can agree to that!”
• what we present first changes the way people experience what we present to them next.
• “Think, Bob: Who do you let walk in and out of your house on their own? Only somebody you trust, right? I want to be associated with trust in those families’ minds.”
• To become a top salesperson, he didn’t have to modify the features of the alarm system he was selling or the logic, wording, or style of how he portrayed it; in fact, he didn’t stray from the standard presentation at all. Instead, he only had to first become associated with the concept of trust, the (intensely positive) other associations of which ...