46 / THE SECRET LANGUAGE OF INFLUENCE message that your product or service is not worth serious and immediate attention? Minimizers do just that. Often, a gatekeeper to the decision maker will unconsciously pick up on those two words--only or just--and dump you into the "not really important" category. You just helped him keep the buyer from dealing with matters of low-level concern (that would be you). Delete these minimizers from your dialogue when selling on the phone and face-to-face. ADOPT: Instead, be distinct in your opening statements that your solu- tions have high value for the buyer. Use comments such as, "This is critical information. Our clients use us to eliminate three key problems that you're probably encountering now." Instead of reducing the value of your offer- ing, you've presented some strong language with a bit of intrigue. (The prospect is now wondering, What are those three issues?) "But . . ." In contrast to minimizers, this one word--in a flash--wrecks everything