CHAPTER 7Give Emotional Words
The emotional triggers outlined in this book are based on our original research. First developed for use exclusively in the political arena, we translated our methods and applied them to sales interactions. We observed more than 12,000 salespeople over a 20-year period. Our findings were then ready for real-world application to sales improvement and enhancement. Based on this research, we published the top-selling book You’re Working Too Hard to Make the Sale.
Emotional words elicit an emotion in the listener’s mind. For example, the word chair by itself doesn’t elicit any emotion, but you can’t hear the word prestige without having an emotional response to it. Prestige represents something that is powerfully expressive. ...
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