Distinguish pressure from clarity
Chu, Liu and Gan synthesised 142 samples on advertising messages. Highly directive language increased perceived threats to freedom and resistance. The average negative effect on persuasion was small.
For sales practice: State a recommendation clearly, explain its substantive reason and leave the other person a real choice. This is a practical application to test in prospecting.
Evidence and limitations: The research concerns advertising, not B2B cold calling. Publication bias may affect the estimated size of some effects.