Exactly what to say

In the world of persuasion, negotiation, and influence, the words we use can make the difference between success and failure. Exactly What to Say by Phil M Jones is a practical guide to mastering the art of persuasion through carefully chosen phrases. The book addresses the problem of communication barriers and provides proven word-for-word strategies to navigate sales, business discussions, and everyday conversations effectively.

Phil M Jones

Phil M Jones is a globally recognized sales trainer and keynote speaker, specializing in influence and communication strategies. He has helped thousands of professionals refine their language to drive better business outcomes.

Short Summary

Chapter 1: The Power of Words

Meet Alex, a struggling sales representative who often loses deals due to objections and resistance from potential clients. He wonders why some top performers always seem to find the right words to turn prospects into buyers.

Chapter 2: The Discovery of Magic Phrases

During a seminar, Alex encounters Phil M Jones, who introduces him to the concept of "Magic Words"—phrases designed to trigger predictable responses and lower resistance in conversations.

Chapter 3: Applying the Strategies

Alex starts implementing these key phrases in his sales pitches, such as "Just imagine..." to evoke emotions and "How open-minded are you?" to engage prospects without confrontation.

Chapter 4: Measurable Results

As Alex masters these techniques, he notices a dramatic increase in his conversion rates. He learns that subtle language shifts can dismantle objections and lead conversations toward a favorable outcome.

Chapter 5: The Universal Application

Alex realizes that these phrases are not just for sales but can be applied in leadership, negotiation, networking, and even personal relationships. He embraces the philosophy that the right words at the right time can change everything.

Main Ideas - Key Concepts Explained Clearly

✅ 1. The "Magic Words" PrincipleExplanation: Certain phrases have a psychological impact that encourages agreement and compliance.Example: Using "I'm not sure if this is for you, but..." creates curiosity and lowers resistance.

✅ 2. The Power of PresuppositionsExplanation: Structuring sentences to imply a desired outcome helps guide decisions.Example: Saying "When you become our customer..." subtly assumes the person will buy.

✅ 3. Softening Resistance with Open-Ended QuestionsExplanation: Asking questions like "How open-minded are you?" makes people less defensive.Example: Instead of saying "You should do this," ask "Would you be open to trying this approach?"

✅ 4. Creating Emotional Engagement

Explanation: Phrases that spark imagination and emotion make messages more persuasive.Example: "Just imagine the impact this could have on your business in six months..."

Practical Applications - How to Implement These Lessons Immediately

  • Use "Just imagine..." in presentations to spark visualization and engagement.

  • Ask "How open-minded are you?" in negotiations to lower resistance.

  • Frame questions with "I'm not sure if this is for you, but..." to intrigue and invite consideration.

  • Subtly assume positive outcomes with phrases like "When you decide to move forward..."

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