It is a series of words, delivered on the telephone or in person, that engage the prospect’s unconscious (remember?) by speaking primarily about the product you have to sell rather than the commodity. For example: “Hi, Mr. Jackson. I’m Johnny Jones with Walter Mitty Company. Have you seen the remarkable new things that are being done to control money these days?” “What new things?” “Well, that’s exactly why I called. May I have a moment of your time?” The product? Financial control. Control is the key. The presentation tells Mr. Jackson that there are things going on in the world—“remarkable
...more
