Exactly What to Say

Published: 2016

by Phil M. Jones

1973 – Present

Overview

Exactly What to Say by Phil M. Jones is a practical, quick reference guide focused on one thing: the precise language that works in sales and influence situations. Rather than theory or lengthy explanations, Jones provides dozens of power phrases—exact words that trigger better responses and open doors that remain closed with conventional language. The book reveals that small shifts in wording produce disproportionate improvements in results. For example, instead of "Does this interest you?" ask "I'm curious, how do you see this fitting into what you're doing?" The first invites a "no"; the second invites engagement and thought. These aren't tricks; they're linguistically superior ways of communicating that align with how human brains process requests and decisions.

What makes this book invaluable is its immediate applicability. Unlike theoretical sales books, Exactly What to Say gives you words you can use today. Each phrase is designed to prevent objections, move conversations forward, or create compliance. The beauty is that these phrases work because they're based on psychology and how people actually respond to language. Jones covers scenarios across sales, negotiation, dealing with objections, and building rapport. The book is short, memorable, and designed to be referenced repeatedly. For anyone in sales, customer service, management, or any role requiring persuasion, this is a practical toolkit that immediately improves results.

Key Points

• Word Choice Matters Enormously: Changing just a few words dramatically improves response rates and outcomes. The language you use either opens doors or closes them. Words like "but" undermine points; "however" affirms while disagreeing. "Curious" creates engagement; "interested" invites dismissal. This precision in language is a learnable skill.
• Presupposition Creates Compliance: Questions phrased with presupposition (assuming agreement) are more powerful than yes/no questions. "When we work together..." presupposes agreement. "How would you..." assumes they'll do it. Questions with presupposition move toward agreements naturally.
• The Pattern Interrupt: Unusual or unexpected language breaks through habitual thinking patterns. When someone is about to say no automatically, an unexpected phrase can interrupt that pattern and create an opening. These are powerful moments where genuine conversation becomes possible.
• Specific Phrases for Common Situations: Jones provides exact language for handling objections, asking for the sale, building rapport, dealing with price resistance, and moving conversations forward. These aren't generic tips; they're specific phrases tested through thousands of interactions.
• Authenticity Within Framework: Using these phrases isn't about manipulation—it's about being clearer and more effective in your communication. When you know exactly what to say, you speak with confidence and clarity that others feel. This authenticity sells.

Highlights & Practical Tactics

• The Curious Technique: Instead of "Are you interested?" say "I'm curious, how do you see this fitting into what you're doing?" This invites deeper engagement and thought rather than a defensive "no."
• Presupposition for Agreement: Use "When we work together..." or "As we move forward..." These presuppose cooperation. Compare to "If you decide to work with us..." which invites doubt.
• The Objection Prevention Phrase: "I'm not sure if this is for you, but..." This phrase acknowledges their hesitation before they voice it, often preventing the objection entirely. It paradoxically increases agreement.
• Reframing Price Objections: Instead of defending price, say "I appreciate that's a lot. However, when you think about the return/benefit, how does that shift your perspective?" This reframes the conversation toward value rather than cost.

How This Book Can Benefit You

• Dramatically improve sales results through language precision. Small improvements in wording compound into massive results improvements over time.
• Handle objections more effectively by using language that prevents objections before they arise. Prevention is easier than handling objections after they emerge.
• Build rapport and trust through language that feels congruent and authentic. When you know what to say, you speak with confidence that others feel and respond to.
• Navigate difficult conversations with exactitude. Specific phrases for tough situations help you maintain control and move toward your objectives.
• Increase closing rates in sales situations through presuppositional language and pattern interrupts that guide conversations toward agreement.

7-Day Starter Plan

Limitations

Critics argue that the book provides phrases without deep understanding of why they work or how to adapt them to different personalities and contexts. Some readers feel the approach borders on manipulation, particularly the presuppositional language techniques. The book doesn't address ethical boundaries—these phrases can be misused by unethical salespeople. Additionally, over-reliance on scripted phrases can feel inauthentic if not internalized. However, the core insight—that language choice impacts outcomes—is sound, and the phrases provided are effective when used authentically and ethically.