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Kingston – Books 4 – IMG_1149
Authors: Richard C. Borden; Alvin C. Busse
Publisher Harper and Brothers
A book for every executive and salesman who wants to know where his selling methods are right, where they are wrong, and how they affect the persons dealt with.
The authors have listened to and analyzed 1500 sales interviews and delivered 6 basic principles of argumentation, “These principles,” they write “are so elementary that no text-book writer has hitherto condescended to mention them – lest he imperil his dignity. They are so obvious that the great majority of disputants blissfully ignore them and consequently violate them regularly – and disastrously!”
Each of these rules is explained and vividly illustrated with actual sales dialogues. Taken together, they constitute a complete, practical formula for winning arguments – a scientific basis for the fine art of persuasion in selling.
The principles in this text are formulated by the greatest living authority on public speaking – the man who listens to you.
All of the principles formulated by this authority have one important thing to recommend them.
If you apply these principles, your listeners will like you.
They will believe you.
They will understand you.
They will follow you.
And these listener responses you must get. Unless you get them, your speech is not a speech. It is a mere performance.
Contents by Chapter
1. LISTNERS’ LAWS FOR SPEECH ORGANIZATION
The Formal Platform Speech
The Informal Conference-room Speech
The Speech of Introduction
The After-dinner Speech
2. LISTNERS’ LAWS FOR SPEECH SUBSTANCE
Listener’s like “for-instances” in story form.
Listener’s like “for-instances” which involve famous people.
Listener’s like “for-instances” which animate the pages of history.
Listener’s like “for-instances” based on colorful analogies.
Listener’s like “for-instances” which dramatize important statistics.
Listener’s like “for-instances” interwoven with visual aids.
3. LISTNERS’ LAWS FOR SPEECH PHRASEOLOGY
Listener’s like speech phraseology free from “wax”. (WAX was used to refer something used to hide flaws).
Listener’s like speech phraseology that is grammatically sure-footed.
Listener’s like speech phraseology with good connective tissue.
Listener’s like speech phraseology that is conversational.
Listener’s like speech phraseology that is specific.
Listener’s like speech phraseology that is picturesque.
Listener’s like speech phraseology that is clear.
4. LISTNERS’ LAWS FOR SPEECH DELIVERY
Deliver with the full resources of your personality.
Deliver both to your listener’s ears – and to his eyes.
1. Look at your listeners.
2. Look at your listeners all the time.
3. Look at all your listeners.
4. Actually see your listeners.
5. Maintain an alert body carriage.
6. Make your body behave.
HOW TO PLEASE YOUR LISTENERS’ EARS
1. Talk – Don’t orate.
2. Talk animatedly.
(a) Change pitch
(b) Change Volume
(c) Change rate
3. Talk clearly!
4. Talk with composure
PAUSE PRINCIPLE #1
Make sure that your pauses punctuate rather than mutilate.
Avoid nervous pauses after prepositions and articles.
PAUSE PRINCIPLE #2
When you pause – pause cleanly
(a) Recognize clearly that listeners will never like you as long as you “er.”
(b) Work conscientiously on Pause Principle #1.
(c) Don’t be content to attack the “er” habit indirectly, through an improved technique of pause-placing. Attack it directly – by sheer will of power! Agree to give 50 cents to charity every time you catch yourself “er”ing. At the end of the week you will be broke – but cured.
Hardcover with jacket 111 pages