As you are reading this sales article Roberto Luongo Canada Jersey , read very carefully. Because I wouldn't want you to think of a pig right now. No, do not think of a fat, brown, smelly pig right this moment. What are you doing? Do you have a picture of a smelly Rick Nash Canada Jersey , fat, brown pig in your head right now? I thought I just told you not to do that. What are you doing then? The mind can only process positive statements directly. In order to process a negative statement, one must first create a positive representation of the negative statement in the mind. To *not* think of a pig, you first had to see a fat Ray Bourque Canada Jersey , brown, smelly pig. Only then could you attempt to tell yourself not to think about it. Gee, by now though you've already thought of the pig, so what good is it to tell you not to? So how does this relate to sales and persuasion? Let's think for a moment. Have you ever said something to a prospect like this: "Don't worry about the strength of our widgets. I assure you we have the strongest widgets in the industry"? You just told the prospect that there is reason to be concerned about the strength of your widgets! This statement either planted the suggestion that there is reason to be concerned about the strength of your widgets Patrick Sharp Canada Jersey , or it reinforced the belief that your widgets are weak. The prospect may have never even heard of the possibility that Zebox widgets are weak. Sometimes we get so wrapped up in our own perceptions, that we forget what its like to be an outsider new to our company, products and services. Language patterns like the above severely weaken you by needlessly drawing attention to your weaknesses. Words to remember: "Say it the way you want it". Are there times when negatives are useful? Sure. Let's say you want to draw your prospect's attention to the lengthy implementation effort of your competitor's product. You could say "Zebox Technologies Widgets take forever to get installed. Ours install much faster." This might work if you have a lot of rapport with the prospect. But if you are presenting to a group, or talking with someone you don't know well yet Patrick Roy Canada Jersey , you could annoy the prospect and lose credibility through this direct attack. Here's a more effective indirect language pattern: "So you're also considering S Widgets? We'll don't worry about whether you can complete your project on time in 3 months. All of our widgets install in 30 days or less. Just ask our customers." Through the use of a negative, I have just raised concern about my competitor's installation time, whilst highlighting how my company meets their rapid installation time criterion. And I have avoided using a direct assault, helping to maintain rapport and respect with my prospect. Say it the way you want it Patrick Marleau Canada Jersey , unless a negative is just what you need. 脙茠脝鈥櫭兟⒚⑩€毬吢∶兤捗⑩偓拧脙鈥毭偮?1999-2004 Shamus Brown, All Rights Reserved.
Shamus Brown is a Professional Sales Coach and former high-tech sales pro who began his career selling for IBM. Shamus has written more than 50 articles on selling and is the creator of the popular Persuasive Selling Skills CD Audio Program. You can read more of Shamus Brown's sales tips at and you can learn more about his persuasive sales skills training at School Data Lists is one of the leading providers of email and mailing lists from the education industry. The College Professor Email List from School Data Lists is one such database that can give the best results through email marketing campaigns. With this College Professors Email List, you can market to the largest network of college professors in colleges across the USA, UK Patrice Bergeron Canada Jersey , Canada, and global markets. School Data Lists is the best source to acquire pre-packaged or customizable College Professors Email List as the data has been updated on a regular basis.
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