1. Selling and persuading 101

2. Understand your audience and what they value
Decide on your purpose
Structure your communication into rational/logical and emotive elements
Follow up

3. Understand your audience and what they value
Are they a decider or an influencer?
How have they made decisions in the past?
Are they in a position to make a decision now?
What is important to them?
Listen very carefully
Show them that you are listening

4. What do you hope to get from a meeting/phone-call?
Decide on your purpose
What do you hope to get from a meeting/phone-call?
What would be a marker of success?

5. Stories are easier to remember than facts
Structure your communication into rational/logical and emotive elements
Stories are easier to remember than facts
Feelings are often remembered more than facts
People often need both to make a decision
An assertion is not the same as evidence

6. Follow Up – in this order of preference:
In person
By phone By