Save a Life, Save a Sale – Same Smart Strategy

This story started out badly but ended well. What happened in between contains a lesson for anyone in sales.
No! I’m Not Going!
A friend called 911 when her husband, who was home recuperating from knee surgery, fell and could not get up from the floor. The EMT folks came within ten minutes, examined his vitals, and, in spite of their suggestion that he go to the hospital and his wife’s preference that he should follow their advice, being an ornery type, he refused to go. 
How the EMT ultimately got him to agree to go to the hospital was a lesson
in masterful salesmanship.
What They Didn’t Do…
They didn’t tell him why he should go (the equivalent in sales of rehashing all the benefits of working with you or buying your product– a response that only falls on deaf ears when someone’s mind is already made up).
They didn’t argue with him (the equivalent of