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dence so as not to be embarrassed should anyone ask the reason for their breakfast choices. They don't believe in "soft dollars," "soft skills," or "soft data." Quantify everything. |
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Tip 266: Talk about the "Bandwagon" to those who like to jump on it. |
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Whether to save the effort of thinking for themselves or to meet their needs of belonging, these people pay a great deal of attention to what everyone else is doing. Passwords here include: "The trends show. . ." "Experts in the field seem to think . . ." "The leading-edge companies have implemented . . ." With these people, you need to provide testimonials of what others think of your ideas. |
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Tip 267: Talk about obstacles to be overcome to those who welcome challenge and change. |
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Some people wake up each morning ready to climb mountains. Tell them they can't do something and they start circulating petitions. Routine bores them. Tell them the system doesn't work, tell them you can't afford something, tell them it's too late or too early for a changeand that's when they'll start to work. Motivate them to act on your ideas by presenting them as obstacles to be overcome. Negative circumstances merely challenge them to climb mountains of opportunity. |
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Tip 268: Sell what people want to buy. |
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Don't limit your thinking to product and services here. I'm also talking about ideas, policies, concepts, and feelings. Think along two channels: what people want and what they want to avoid. Align your pitch with one of these benefits: |
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Want to have |
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Want to be |
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