Dianna Kokoska is fantastic. She brought a short session on mastering the language at sales at the Keller Williams Realty Family Reunion, February 24, 2009. The content is not about manipulation but about communication - and it is good stuff. I've ordered a book, Words that Sell, and I hope that studying it will make me more sensitive to how what I say (and how I say it) affects listeners, particularly listeners who happen to be buyers and sellers. Here are just a couple of notes from the session:
1. The future belongs to people who see possibilities before they become obvious.
2. The greatest challenge of a thinker is to state a problem in a way that will allow a solution.
3. 90% of your business is mental; 10% is skill.
4. Words affect the brain to get an outcome.
5. Programming (values) leads to Thoughts which lead to Feelings which lead to Actions which lead to Results - which lead to Reprogramming. It's circular.
6. Reticular Activating System - subconscious.
7. Self-talk. Empowered choices. What is your perspective - how does your perspective affect the people you are talking to?
8. The meaning of communication is the response you get. Remove the drama!
9. Embedded commands - one to four-word groups. They order you to do something, make sense on their own, are a call to action, create unusual patterns of language, force the unconscious mind to pay attention.
10. In an embedded command, pause BEFORE the command, bring your voice DOWN at the end of the command, increase volume of the command, pause again AFTER the command.
11. Modal operators. Logic makes us think and emotion makes us act.
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