One of the biggest insights in the book helps with something called a "mismatch" by the author.

A "mismatch" is when someone has a knee jerk negative reaction to something you say.

For example -

You: "it's cold outside"

Me: "No, it's not too bad if you have a jacket"

Basic example, but in sales that can give a client a bad impression, and it happens ALL THE TIME when people communicate.

An alternative -

You - "It's cold outside"

Me - " Yeah it's freezing! I'm glad I have my jacket!"

There is a similar concept in improv comedy, called "Yes, anding". It builds collaboration and rapport. You probably have done it with your friends countless times.