Index

ambition, 12

Ambition square, 14

aspirational sentiments, 82, 85–86

assertiveness, 74–75

audience, 99, 102

body language, 118–120

case study

confectionary packaging industry supplier, 51–53

implant office support services, 48–49

insurance services company, 56–58

IT solution provider to the public sector, 49–51

medical instrument manufacturer, 45–47

technology solutions provider to the finance sector, 53–55

Change Drivers, 6, 9–11, 20

ambition, 12

analysis, 13–16

market, 11–12

performance, 13

regulation, 13

worksheet, 14

chat, 121–122

clear speaking, 122–123

Communication Objective, 6, 9, 23

Change Drivers (See Change Drivers)

customer requirements, 16–19

plan, 20–21, 46

preparation, 19

request for proposal, 21–22

thinking, 10–11

Communication Objective Plan (COP), 20–21

conference, 116–118

content, 7, 59–60

emotional thinking, 63–66

rational thinking, 61–63, 65

So What Test, 68–70

Three Cs, 66–68

Content List, 36

contextual sentiments, 81, 83–84

customer

current and future plans, 21–22

flow seamlessly, 118

knowledge, 27–28

stakeholder, 60–65

and supplier, 29–30

Customer Profile Change Drivers Worksheet, 14

Customer Profiling, 10–11, 19, 23, 125

Customer Requirements, 11, 16–20

distractions, 103

dramatic pause, 106–107

dry run, 114

dysfunctional narratives, 68

emotional thinking, 63–66

engagement, 103–104

expositional sentiments, 82–83, 87–89

financial performance, 13

flow seamlessly, 118

hand gestures, 101

impression, 3, 104, 113, 123

inadvertent disclosure, 79–80

inference, 77–79

inflection, 106

influencing, 11, 28, 59, 60, 63, 65, 123, 126

informational sentiments, 82, 86–87

intonation, 105

Key Messages, 35–37

lip-reading, 122

market, 11–12

Master of Persuasion (principles), 125–128

Meeting Goal, 6–7, 25, 31, 47, 48, 50, 52, 55, 57

customer and supplier, 29–30

customer’s knowledge, 27–28

perceptions, 28

positioning, 29

preparation, 26–27

thinking, 25–26

worksheet, 27

metaphors, 76

nervous speakers, 109–110

note and script-free, 110–111

online presentation, 116

padding, 68

Performance square, 14

personal appearance and setting, 123

persuasion, 1

communication and, 3–4

formula of, 4–5

process of, 5–8, 125, 126

sales process, 1–3

See also Master of Persuasion (principles)

pitching and presentation, 7–8, 97–98

audience and, 99, 102

body language, 118–120

chat, 121–122

conference and video call management, 116–118

distractions, 103

dramatic pause, 106–107

engagement, 103–104

flow seamlessly, 118

hand gestures, 101

inflection, 106

intonation, 105

lip-reading, 122

movement, 100–101

nervous speakers, 109–110

note and script-free, 110–111

online, 116

personal appearance and setting, 123

pronunciation and clear speaking, 122–123

props, 101–102

questions and answers, 120–121

rehearsing, 111–115

rhythm, 104–105

Rule of Three, 107–108

signposting, 108

slides, 111

video conferencing, 124

positioning, 29, 30

practice makes perfect, 112–113

presentation. See pitching and presentation

pronunciation, 122–123

props, 101–102

questions and answers, 120–121

rational thinking, 61–63, 65

regulation, 13

rehearsing, 112–113

request for proposal (RFP), 21–22, 45

Requirement Analysis Chart, 18–19

rhythm, 104–105

Rule of Three, 107–108

sales process, 1–3

sentiment, 80–83

signposting, 108

slides, 111

So What Test, 68–70

speaking, 60, 65, 99, 103–106, 108–112, 116, 117, 122, 128

Story Plan, 7, 33, 40–41

preparation, 34–35

presentation structure, 38

previous presentations, 37–38

sentiment, 90–95

thinking, 34

Topic Running Order, 39–40

Topics for Discussion, 38–39

worksheet, 35–37, 47, 49, 51, 53, 55, 58

style and language, 7, 73–74

aspirational sentiments, 85–86

assertiveness, 74–75

contextual sentiments, 83–84

expositional sentiments, 87–89

inadvertent disclosure, 79–80

inference, 77–79

informational sentiments, 86–87

sentiment, 80–83

simplification, 75–77

Story Plan sentiment, 90–95

style block, 81–83; See also style and language

Three Cs, 66–68

Topic Running Order, 34–36, 39–40

Topics for Discussion, 38–39

video call management, 116–118

video conferencing, 124

voice, 104

inflection, 106

intonation, 105

rhythm, 104–105