Title: Exactly What to Say: The Magic Words for Influence and Impact
Author: Phil M. Jones
Category: Sales Strategies
Publication Year: 2017

Phil M. Jones’ “Exactly What to Say: The Magic Words for Influence and Impact” is a compact yet powerful guide designed to equip individuals, particularly those involved in sales, with precise language cues to influence others and achieve desired outcomes. The book revolves around Jones’ carefully curated set of phrases, which he dubs “Magic Words,” and provides actionable advice on how to effectively use these phrases in various scenarios. Below is a structured summary, highlighting the major points, concrete examples, and specific actions a person can take.

Jones opens with the premise that language is a powerful tool in sales and that choosing the right words can significantly affect outcomes.

Actionable Insight:
– Self-awareness: Continuously evaluate and increase your awareness of the words and phrases you use in daily interactions.

One of the first “Magic Words” is the question “What.” Jones argues that asking “What” leads to more detailed and informative answers compared to yes/no questions.

Example from the Book:
– Instead of asking, “Are you satisfied with our service?” one could ask, “What do you like most about our service?”

Actionable Insight:
– Active Inquiry: Use “What” questions to gain deeper insight into a client’s needs and motivations.

Jones explains that this question invites open-mindedness and reduces resistance to new ideas.

Example from the Book:
– Say, “How open-minded are you to trying a new method that could improve your productivity?”

Actionable Insight:
– Preemptive Engagement: Use this question to introduce new concepts or solutions in various professional settings.

This phrase stimulates curiosity while reducing the pressure of commitment from the listener.

Example from the Book:
– “I’m not sure if it’s for you, but we have a new product that just launched and is already getting great reviews from our customers.”

Actionable Insight:
– Create Curiosity: Position your offer as something exclusive or special to peak interest without coming across as pushy.

Jones highlights that this phrase helps the listener visualize the benefits and potential of a product or service.

Example from the Book:
– “Just imagine the impact this tool could have on your daily workflow—it could save you hours every week.”

Actionable Insight:
– Visualization: Paint vivid pictures in the mind of your client of how their life could improve with your product or service.

Instead of a direct question that might be met with resistance, this phrase gently nudges the listener to set a convenient time for further discussion.

Example from the Book:
– “When would be a good time for you to sit down and discuss your insurance needs in more detail?”

Actionable Insight:
– Scheduling without Resistance: Use this phrase to secure appointments or follow-ups without creating pressure.

Jones suggests using conditional statements, providing the listener with a sense of control while guiding their decision.

Example from the Book:
– “If we can guarantee delivery by next week, then would you be happy to proceed?”

Actionable Insight:
– Conditional Commitment: Use “If… then” statements to outline clear, compelling conditions that facilitate agreement.

Providing options helps the client feel empowered and reduces decision fatigue.

Example from the Book:
– “You have three options: You can continue with your current plan, upgrade to the premium package, or try our new service for a trial period.”

Actionable Insight:
– Choices for Empowerment: Present multiple tailored options to help the client feel in control of their choices.

Jones notes that presenting an option within a dichotomy can simplify decision-making and guide the listener toward a specific path.

Example from the Book:
– “There are two types of people: those who seize opportunities and those who let them pass by. Which one are you?”

Actionable Insight:
– Binary Framing: Simplify complex decisions by framing them in a way that divides the options clearly, nudging the client toward the desired outcome.

This phrase postpones the final decision, allowing you to share additional information that could impact the listener’s choice.

Example from the Book:
– “Before you make up your mind, let me show you how this solution has worked for others in your industry.”

Actionable Insight:
– Strategic Delays: Use this phrase to introduce crucial information that supports making an informed decision.

Offering a clear next step helps to set expectations and provides a structured path forward.

Example from the Book:
– “What happens next is that we’ll conduct an initial assessment to determine the best plan for you.”

Actionable Insight:
– Proactive Guidance: Clearly outline the next steps to provide clarity and direction for the client.

Jones advises using unexpected phrases to break existing patterns and capture the listener’s attention.

Example from the Book:
– Rather than saying, “Can I have a moment of your time?” say, “When was the last time you made a significant change for the better?”

Actionable Insight:
– Pattern Interruption: Introduce novel phrases to disrupt the listener’s automatic responses and engage them more effectively.

Using “because” provides a logical reason, making your request more compelling.

Example from the Book:
– “We recommend this package because it offers the best value for your requirements.”

Actionable Insight:
– Justification: Always provide a reason when making requests to strengthen your persuasive arguments.

Jones emphasizes the importance of illustrating how others have benefitted from the product or service.

Example from the Book:
– “Other clients in your industry have noticed a 30% increase in efficiency after implementing this solution.”

Actionable Insight:
– Leverage Testimonials: Use examples and testimonials to build credibility and persuade new clients.

This phrase encourages cooperation and harmony by seeking agreement in a non-confrontational way.

Example from the Book:
– “This approach not only saves time but also reduces costs—don’t you agree?”

Actionable Insight:
– Consensus Building: Use confirmation phrases to foster agreement and build rapport.

In concluding the book, Jones underscores the importance of practice and adaptation. He advocates for consistent application and customization of these phrases to fit specific contexts and personalities.

Actionable Insight:
– Regular Practice: Regularly practice these phrases in real-life conversations and reflect on their effectiveness to continuously improve your communication skills.

Phil M. Jones’ book “Exactly What to Say” provides a practical framework for enhancing sales interactions through strategic language. By incorporating these “Magic Words” into everyday conversations, salespeople and professionals across various industries can cultivate more persuasive and impactful communication styles. Consistent practice, self-awareness, and strategic application of these principles can significantly improve the efficacy of one’s communication, leading to better client relationships and increased success in sales efforts.