Glossary

analogy	A comparison between two different situations that have something in common. (See 274)



autosuggestion	A kind of suggestion that attempts to have prospects imagine themselves using the product. (See 271)



counter suggestion	A suggestion that evokes an opposite response from the prospect. (See 272)



demonstration	The process of showing a product to a prospect and letting him or her use it, if possible. (See 279)



direct suggestion	An approach that suggests that prospects should buy rather than telling them to buy. (See 271)



dramatization	The theatrical presentation of products. (See 278)



indirect suggestion	A statement by the salesperson recommending that the prospect undertake some action while making it seem that the idea to do so is the prospect's. (See 271)



logical reasoning	Persuasive techniques that appeal to the prospect's common sense by applying logic through reason. (See 270)



metaphor	An implied comparison that uses a contrasting word or phrase to evoke a vivid image. (See 274)



Paul Harvey dialogue	The process of incorporating methods of speech and delivery to make talk come alive rather than sounding dull and memorized. (See 273)



prestige suggestions	A technique in which the salesperson has the prospect visualize using products that people whom the prospect trusts use. (See 270)



proof statements	Statements that substantiate claims made by the salesperson. (See 274)



sales presentation mix	The key communication elements used by the salesperson in the presentation. (See 268)



simile	A direct comparison statement using the word like or as. (See 274)



suggestive propositions	A proposition that implies that the prospect should act now. (See 270)



visuals	Illustrative material that aids a prospect in increasing memory retention of a presentation. (See 277)

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