Language of Trust Selling Ideas in a World of Skeptics

ISBN-10: 0735204756

ISBN-13: 9780735204751

Edition: 2010

List price: $25.00
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Description: What to say, how to say it, and why it matters: communicating with authority and honesty in an age of mistrust. Still struggling through the financial crisis that began in 2008, consumers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before? Based on groundbreaking consumer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them. Topics include: • The mechanics and mindset of communicating with trust and credibility • Choosing the right words: being positive, using plain English, being plausible, and personalizing a message • Structuring a message: putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's • Case studies from personal finance, consumer products, public utilities, and other areas

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Book details

List price: $25.00
Copyright year: 2010
Publisher: Penguin Publishing Group
Publication date: 5/4/2010
Binding: Hardcover
Pages: 288
Size: 6.00" wide x 8.75" long x 1.25" tall
Weight: 0.902
Language: English

Gary DeMoss is director of Van Kampen Consulting, which provides communication and relationship skills training to financial advisors. He is a former award-winning corporate sales and marketing executive and continues to speak to industry groups on sales and marketing topics. He has a bachelor's degree in business from Miami University, Oxford, Ohio.

David Saylor is Founder and President of On the Upswing, an education, training and consulting company that was formed in Jackson, Michigan. He is a native Michigander and graduate from William G. Mather High School in Munising. He earned a B.S. Metallurgical Engineering degree from Michigan Technological University. He has served in a variety of positions in Engineering and Manufacturing Management throughout his career. He is also the happy father of seven children from only one marriage - to his beautiful wife Mary Jane.He has spent his life with about thirty books in his head. During a recent spate of unemployment, this one popped out. Provided he enjoys enough longevity or unemployment, he will likely write as many books as the readers can stomach.What Dave says he's not:In case you couldn't tell from reading the book, I am not a professional author. My formal education was engineering. It is surprising that I can spell "metallurgical" much less conjugate a sentence that uses the word. About twenty years ago, a former employer of mine decided that I could do less damage in management than in engineering. I was assigned one professional suicide mission after another in our company, but I failed to screw-up, so they kept promoting me and transferring me. For a fact, I can't hold a job. My family has endured twenty-one moves into eight states and two foreign countries. My wife is the true hero for staying with me through it all. Though I am no great moralist, I am significantly Christian in my beliefs. That conversion came much later in life than the time line of this book. From a very early age, I believed that people have the agency to chose right or wrong. Learning to make the distinction between right and wrong in the decisions of life comes from the moral compass of faith in God, personal testimony and good example. My parents and many others did their best to provide good examples for me. Neither, am I a great philosopher or thinker. The best thoughts I have ever had were probably in my past. Fortunately, my memory is adequate to recount some of those thoughts.I am just a guy that is entirely grateful for the varied and sometimes bizarre experiences I have enjoyed. My experiences helped shape my perception of life. Being blessed with a reasonable memory of my youth, enough idle time to write and a sense of mortality, little further impetus was needed to start and finish this book for you.

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