Exactly What to Say

Phil M. Jones’s "Exactly What to Say" is a concise communication guide built around the premise that specific word choices, not general confidence or charisma, determine whether conversations move forward. Jones, a sales trainer, organizes the book into 23 short chapters, each presenting one “magic phrase” with a brief explanation of when and why it works. The format is deliberately tactical: a scenario, a suggested line, and a short rationale, often drawn from his sales and negotiation experience. Several phrases anchor the book. “What do you know about…?” opens conversations by inviting the other person to demonstrate expertise rather than defending against a pitch. “How would you feel if…?” softens proposals by letting listeners imagine the outcome before committing. “Just imagine…” encourages mental rehearsal of a positive result. “What’s the most helpful thing I could do for you right now?” shifts a stalled interaction toward service. The “magic email” chapter offers a template designed to revive unanswered messages by acknowledging the recipient’s likely hesitation and making a low-pressure request. Jones also addresses common conversational traps. The “devil’s advocate” phrase “I’m not sure it’s for you” paradoxically increases interest by triggering the desire to prove otherwise. “I bet you’re a bit like me” builds rapport through assumed similarity. He distinguishes between “You’re right” and “You’re not wrong,” arguing that the latter concedes less ground in disagreements. Chapters on “the unimportant yes” and “the biggest mistake” teach readers to secure small agreements and to frame decisions around what someone stands to lose rather than gain. Throughout, Jones emphasizes delivery, timing, and intention alongside the words themselves, warning that phrases become manipulative if used without genuine purpose. The book is short, practical, and designed for dipping into before meetings, negotiations, or difficult conversations rather than reading cover to cover.