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The DNA Selling Method: Winning Sales Presentations Business Articles | April 17 Black Stephen Gostkowski Jersey , 2007
Because people buy emotionally and justify decisions logically, it is important to supply rationale to justify purchasing decisions. The mes?sage of the sales presentation provides just that?evidence. It demon?strates how the proposed product or service eliminates pains and prob?lems and establishes clear, competitive advantages. The body of the sales message provides buyers with compelling reasons to purchase the presented product or service and follows the pattern set by Aristotle over 2,000 years ago when he said, ?A speech has two parts. You must state your case, and you must prove it.?

Oratorical power does not arise from passionate dec?lamation only. On November 19, 1863 Black Dont'a Hightower Jersey , Abraham Lincoln demon?strated the equal power of using simple, yet eloquent words, qui?etly spoken, to convey a message. In the small town of Gettysburg, Pennsylvania, in July of 1863, Union and Confederate forces clashed in a battle that brought enormous casualties. In three days of hard fighting Black James White Jersey , the Union army suffered over 23,000 casualties, the Confederate army 28,000. However, there was no question that the Confederate army had suffered the greater blow. Later that year, a Gettysburg attorney conceived the idea of ded?icating a portion of the battlefield to become a National Soldiers? Cemetery. Although President Lincoln was invited to speak, the main address was delivered by the former President of Harvard Black Tom Brady Jersey , and noted orator, Edward Everett. Everett spoke to a crowd of close to 20,000 people for over two hours. At the conclusion of Everett?s address, Abraham Lincoln rose to deliver a few remarks. Four score and seven years ago, our fathers brought forth on this continent, a new nation, conceived in liberty Black Rob Gronkowski Jersey , and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war test?ing whether that nation, or any nation, so con?ceived and dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final rest?ing place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense we cannot dedicate?we can?not consecrate?we can?not hallow?this ground. The brave men, living and dead, who struggled here Black Jake Bailey Jersey , have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never for?get what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remain?ing before us?that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion?that we here highly resolve that these dead shall not have died in vain?that this nation, under God Black Jarrett Stidham Jersey , shall have a new birth of free?dom?and that the gov?ernment of the people, by the people, for the people shall not perish from the earth.

Apart from the Sermon on the Mount, no speech has been so heavily analyzed by scholars. Abraham Lincoln spoke only 272 words in his Gettysburg address. Yet in his ten sentences, he deliv?ered one of history?s most memo?rable orations. What is it about his address that is so fascinating to histori?ans? Why are these ten sentences so mesmerizing to politicians, and why have students of ora?tory been studying this address since its inception? The reason? Its message. It is the message of the speech that is captivating. Abraham Lincoln was able to couch in a three-minute address a message of timeless importance. In simple, yet penetrating lan?guage Black Hjalte Froholdt Jersey , he articulated the struggle for human freedom, hope, and responsibility. Although Lincoln himself considered his speech to be a fail?ure, it turned out to be one of his?tory?s most eloquent moments. Compelling Sales Messages: Logic and Content The Gettysburg Address contains all of the elements of a successful presentation and is a blueprint for sales and non-sales presentations alike. Like all successful presentations, it contains a strong introduc?tion, powerful content, and memorable conclusion. In his farewell address on January 11th Black Yodny Cajuste Jersey , 1989, President Ronald Reagan said, ?I won a nickname: ?The Great Communicator.? But I never thought it was my style or the words I used that made a differ?ence. It was the content. I wasn?t a great communicator, but I did com?municate great things.? Obviously, creating substantive content is an essential part of preparing and delivering a successful presentation. Consider the three characteristics of a successful presentation: 1. Ethos (Character and Credibility)2. Pathos (Emotion and Delivery)3. Logos (Logic and Content) The body or message of a presentation deals with logos, the logic and content of a message. Logos has to do with the substance and rationale of a presentation. It is the overriding message and provides the details and reasons buyers should procure the presented product or service. The central message of a presentation provides supporting evidence and dem?onstrates the qualities of the proposed good or service. Without pro?viding clear and compelling reasons to acquire products or services, participants are left with little or no incentive to take action. Because most buyers make purchases based on emotions that are then justified with logic Black Damien Harris Jersey , providing logic is extremely important. Although the introduction and delivery of the presentation provide emotional validation, it is the body of the presentation that provides the rationale to support a buying decision. When people purchase a home, for example, they initially make a decision based on emotional attachment (pathos).

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