However, for those of you who want to learn more about how language is used to persuade in other mediums, I recommend the following books: • Made to Stick, by Chip Heath and Dan Heath • The Copywriter’s Handbook, by Robert W. Bly

The chapters in this section are devoted to the four most important mini-meeting situations: • Making requests • Keeping in touch • Following up • Saying no

The Pitch (Chapters 26 and 27) Traps: Various—boring the buyer, presenting poorly, missing the target Goal: To make a natural presentation that hooks the buyer and maintains his interest

have, the keys to being likeable are to be empathic and interested. Empathy means that you care. You can step into the

2. To build rapport with the buyer. As you know, rapport is the

What to Do If the Buyer Says No

Closing (Chapters 28 and 29) Traps: Various—being too aggressive, impatient, or unpolished Goal: To get a commitment, exit smoothly, and leave a great last impression

What’s Your Name?

are listening for the following three magical pieces of communication: 1. A simple goal statement 2. A simple positioning statement 3. Hot words