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Therefore, in conclusion, let me suggest that you analyze yourself, analyze your selling position, analyze your product, and analyze every word you use in your present field of selling, especially the words in your Sales Plan. Put yourself 142 WATCH YOUR WORDS in the prospect's shoes: Do these words appeal to me? Would they make me act? Would they persuade and convince me? If you think they would, they will have the same effect on the prospect. Words usually react on all of us the same way. When you study words, they will talk back to you and re- veal many hidden secrets that will mean much to you. Knowing the full meaning of words helps you to pro- nounce them clearly. They become magnets to attract the prospect. A robot or parrot never varies. They put no sense into their words. You can put both sense and feeling in them. Like music, when words are harmonized, they convey not only meaning, but feeling. The prospect will wilt in the heat of good words, when spoken softly and gently. A command of words qualifies you to present thoughts and ideas clearly, forcefuly, and convincingly. They are the tools you use every day. Correct words qualify you to do this with efficiency, grace, and charm. God gave man the power to invent and create words, so he could identify and classify all things in nature and com- municate thoughts and ideas. You have an inviolate interest in words. They are your property to use wisely. A head full of words, correctly used, can always fill your pockets with money. Words are tools that may be used over and over again. The more you use them, the more potent they become. They do not wear out and will last forever. They are your best friends. They are always where you are. It will pay you to watch your words. SEVENTEEN |
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