If the objection appears to be based
_principally_ on opposition of _mind_, it is more important to reach
into the prospect's _mind_ with the answer than it is to draw out his
_heart_; and vice versa.
[Sidenote: Emotional and Mental Tones]
If the thought behind the objection arises principally from _feeling_,
it will nearly always be expressed in an _emotive tone_. By this pitch
of the prospect's voice you can determine whether he is speaking chiefly
from his heart or from his mind. Conversely, of course, the _mental_
objection will be pitched in the high "head" tone. One of the most
difficult features of dealing with opposition from the other man is
uncertainty as to _how much he means_ of what he says and does. It would
be a mistake to take his resistance too seriously or too lightly.
Therefore it will aid your salesmanship a great deal if you are able to
discriminate between the mental and the emotional tones in which
opposition is expressed. You can reply accordingly.
[Sidenote: The Power Pitch]
It is almost as important that you recognize _the pitch of power_ when
it reenforces the words of objection, and that on the other hand you
note when the power tone is _lacking_.
Pages:
393
394
395
396
397
398
399
400
401
402
403
404
405
406
407
408
409
410
411
412
413
414
415
416
417