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How to Talk Business to Win:
What Points Will Win Your Listener's "Yes"?
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After an hour's conference with his stockholders, a factory superintendent gave up his efforts to secure an appropriation for an increase in factory capacity.
"It's no use," he told his foreman next day. "Our stockholders can see nothing but the initial cost of the new construction.'' At the next meeting, under the influence of a new superintendent, the stockholders voted to enlarge the plant. His talk had proved to every one of his listeners that tens of thousands of dollars in business had been refused during the past twelve months because of cramped quarters. In contrast with the haphazard argument of his predecessor, his appeal was directed straight at the ruling desire of his listeners. He proved that increased capacity meant larger dividends. A saleswoman working on commission in a city department store was approached by a woman intending to buy a winter coat. The customer stated her wishes. "You can't get anything like that," said the saleswoman; "but I will show you what we have." "You don't like this one? Well, this is the style." Ten minutes later a quiet, courteous saleswoman in the same department found a coat which was in style, yet met the customer's desires. "We'll see what we can find," were her first words; '' I think of several stylish coats which give much of what you want. I think you would be interested in examining them."
Do such failures and successes in talking business of every sort result merely from personality? Or do they come from the expert handling of ideas through the medium of words? Must we look to luck for success in the interview; or can the merchant, the clerk, the manufacturer, the employer, get hold of something actual, tangible, which he can put into his talk, with reasonable assurance that it will win? What is the answer of successful-business talkers, of executives who know how to handle men, of expert salesmen, collectors and adjusters, to that fundamental question: "What decides your listener between yes and not" "His own interests, either as he sees them offhand or as you play them up in your talk with him," replied a banker known throughout his state for his persuasive power in business talk. His own interests - it is an answer that meets the test of the everyday business talk. The superintendent who made the unsuccessful appeal to his stockholders had trusted to his general impressions of the need for more factory space. His successor proved to every listener; "You are losing money as long as you oppose the expansion of this plant." The clerk that lost the coat sale was choosing for herself - forcing her standards on her customer. So the applicant for the bank loan, the man seeking work, the office manager whose help grows discontented - all are often biased by their own desires and neglect to put fully into their talk the advantages and attractions that appeal to their listeners - the "you" interests that win.
Extracted from "How to Talk Business to Win". Download the complete ebook from SuccessEsource.com for $5 (PDF format). 
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