Lincoln's Technique

Before he became president Abraham Lincoln was a very successful attorney. He would sit quietly and listen to his opponent's arguments. Lincoln would then rise and would concede to most of the the other attorney's arguments one by one. After covering most of the points, he would argue the final point. He would tell the jury that this was the one point they should ponder. He would tell them that if was the major issue in the case. He almost always won the day for his client. He understood that people are only able to entertain one or two ideas at a time. Because he argued only one point while his opponent made many points, the jury remembered Lincoln's argument and forgot the other lawyer's. The lesson for sales people is the value of streamlining and simplifying our presentations. It is better to make one key point than try to impress the client with multiple benefits.

Keep Smiling, Keep Selling!

Thanks Jim Busch