Exactly What to Say

About the Author

Phil M. Jones is a renowned business expert and motivational speaker known for his expertise in sales and communication. With a career that began in his teenage years, Jones has worked in various industries, including professional soccer and real estate. His extensive experience has shaped his understanding of effective business interactions and sales techniques. Jones has authored seven best-selling business books and travels worldwide to conduct speaking events and training sessions aimed at helping business professionals enhance their communication skills. His focus on the quality of conversations as a key to persuading customers is a central theme in his work.

Main Idea

"Exactly What to Say" by Phil M. Jones is a guide designed to improve business interactions by using key phrases that guide listeners to a decisive “yes.” Jones explains how these phrases appeal to the customer’s subconscious mind, giving the speaker an upper hand in conversations and increasing the chances of making a sale. While the advice is geared toward business interactions, Jones notes that the principles are transferable across various industries and contexts. The book emphasizes the power of subconscious persuasion, strategies for preempting objections, and techniques for steering conversations towards a positive outcome.

Table of Contents

1. The Key to Making a Sale: Leverage Subconscious Persuasion
2. What to Say When You Introduce an Idea
3. What to Say When Someone Is Undecided
4. What to Say When Someone Has an Objection
5. What to Say to Capitalize on a “No” or “Yes”

The Key to Making a Sale: Leverage Subconscious Persuasion

The core of Jones's advice revolves around targeting the listener's subconscious mind. He emphasizes that using specific phrases can trigger reflexive responses, leading to quicker agreements and less critical analysis from the listener. For instance, when you say, "Just imagine how happy you'll be when you add this item to your collection," the listener automatically envisions this scenario and feels the associated emotion, bypassing a logical assessment of the purchase.

"People are 95% driven by their subconscious brain when making purchasing decisions. Appealing to this part of the mind can significantly boost your sales." - Phil M. Jones

Research supports Jones's emphasis on subconscious persuasion, suggesting that presentation qualities and emotional appeals can greatly influence decision-making. Business experts like Brian Tracy and Jordan Belfort have also highlighted the importance of subconscious cues, such as maintaining an organized office, using an enthusiastic tone, and displaying open body language, all of which contribute to creating a positive impression and guiding the customer toward a favorable decision.