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a review of the book

Exactly What to Say

“Asking big, brave questions is exactly what you need to do to become a professional mind-maker-upper.”
This book is primarily written as a help for making sales but we are all “decision catalysts” in most parts of our life.  We can help our friends, family, clients, and ourselves by being a “professional mind-maker-upper.”
The author, Phil Jones, provides a list of “magic words” that speak to our subconscious brain.  When hearing them, the listener will have a reflexive decision, yes or no but rarely maybe.  He suggests that we should create our own examples using the “magic words” as we read through his examples for each.  After applying them enough to become comfortable doing so, we will become a “decision catalyst”.
The List of 23 Magic Words (each is a chapter in the book):

  1. I’m Not Sure If It’s For You, But
  2. Open-Minded (How open-minded would you be in trying the alternative)
  3. What Do You Know?
  4. How Would You Feel If?
  5. Just imagine (for example, just imagine how things will be in six months after you implement this, or just imagine the impact this could have)
  6. When Would Be a Good Time? (To… (when the person is too busy to listen to your idea))
  7. I’m Guessing You Haven’t Got Around To
  8. Simple Swaps
  9. You Have Three Options
  10. Two Types of People
  11. I Bet You’re A Bit Like Me
  12. If…Then 
  13. Don’t Worry
  14. Most People
  15. The Good News
  16. What Happens Next
  17. What Makes You Say That?
  18. Before You Make Your Mind Up (.. let’s make sure you looked at all the facts)
  19. If I Can, Will You?
  20. Enough
  21. Just one more thing (when the conversation is almost ready to end, introduce a little idea)
  22. A Favor
  23. Just Out of Curiosity
Coaching Application

I’ve found several points from this book helpful when working with my clients. 

“The real world tells us that people will work far harder to avoid a potential loss than they will to achieve a potential gain.” 
Knowing this, you can use the magic words “How Would You Feel If” and describe the potential loss.  
“for a decision to come true, you must have first at least imagined yourself doing it.” 
I often have clients share details about what it will be like when they reach their goals.  
“Which would be easiest?”
My clients often share multiple options they are exploring, all cumulating in the goal.  They often do not see them as discreet options.  I will try to mirror these back to the client as simplified choices, followed by the question “which would be easiest”?  The status quo is a typical answer but as they tell me more, they realize it isn’t really the “easiest”. 
“What Do You Know?”
When working with a new client we could make assumptions that are incorrect.  Using a simple worksheet can help quickly level set.
Personal Use
Finally, I personally like that I now have awareness of these sales tactics.  I’ve heard them used on me in ways that I did not like.  I’ve also heard them at times I needed that slight push to move to do something that I wanted to do.  I’ve also used them on myself.  
It’s an interesting short read that I felt was worth my time.