Andy Arter discusses part 6 of the 10 steps to sales success, framing your pitch. He talks about how you can use the correct words to position your sales presentation over and above your competition. How the choice of words can highlight your strengths and the weaknesses of your competition. Our minds work on set patterns very often and you need to know how to manipulate our cognitive behaviour to sell more products by tapping into things like emotion, fear of missing out and power & authority.