Secrets of Power Persuasion for Salespeople

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ISBN: 9781564147424 | 1564147428
Cover: Paperback
Copyright: 8/1/2004

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Secrets of Power Persuasion for Salespeople, now available in paperback as well as hardcover, is a powerful, easy-to-read book that delivers scores of proven, effective methods and techniques you can use immediately to achieve the power and influence you desire over buyers. This essential resource shares with you every secret, trick, or strategy you will need to make buyers believe in you and do exactly what you want them to do -- buy what you are selling! Book jacket.

Preface: What You'll Get From This Book

(4)

Part One: How to Play the Persuasion Game

(124)

6 Magic Keys That Control Buyers

(12)

Buyers can be sold if they think you can reward them

Buyers can be sold if you exercise punishment power

Combine reward and punishment

Buyers can be sold if you bond with them

Buyers can be sold, if they think you have more expertise than they do

Buyers can be sold if you act consistently

Get Enthusiastic About Your Product

(6)

Enthusiasm is not excitement

Enthusiasm comes from a genuine belief in your product and service

Get positive feedback from your customers

Improve the quality of your feedback by promising less...and delivering more

Stimulate your enthusiasm with simulations

Never let anyone budge you from your belief in your product

Buyers are not persuaded by logic

12 Magic Keys to Build Credibility

(18)

Never assume that the buyer believes you

Only tell buyers as much as they will believe

Tell the truth, even if it hurts

Point out the disadvantages

Use precise numbers

Let the buyer know if you're not on commission

Downplay any benefits to you

Dress the part of a successful person

If you do have something to gain, let the buyer know

Confront problems head-on

Use the power of the printed word

Let the buyer know who else says so

Build and use a portfolio of testimonials

Get endorsements from people they'd know

Creating Buyer Desire by Creating an Obligation

(16)

Ask for more than you expect to get

How unions and management get each other's goat

Sometimes they give you what you want anyway

Unethical ways of using this concept

The Oliver Twist syndrome

Volunteer concessions---but only those that won't hurt you

Give a small gift

Use the magic in a gift of flowers

Give the gift of thoughtfulness

Make it win-win

How Scarcity Motivates Buyers

(6)

Even smart buyers can fall for the scarcity yo-yo

Scarcity drives value and prices sky high

Buyers and salespeople fight on the battle-field of scarcity

Making the Sale With Time Pressure

(8)

The faster you can persuade the buyer to decide, the more likely you are to get what you want

The longer you give the buyer to think about it, the less chance you have of getting what you want

How children use time pressure

Moving people with the power of time pressure

Secrets from inside a timeshare closing room

The Zen-like Art of Sharing Secrets

(4)

The magical three-step formula for getting cooperation from the buyer: Tell a secret, make a confession, and ask a favor

Censored information seems more valuable

The Power of Association: Tie Your Persuasion Effort to Something Good

(6)

It's hard for our mind to break associations

Celebrity spokespeople are valuable, because we cannot disassociate the product from the celebrity

Buyers react more favorably to a proposal when they're doing something they enjoy

Pace the mention of your product or service to the high points of a business lunch

Paint pictures that tie your product to pleasurable experiences

The Power of Consistency

(8)

Consistency can be an awesome force

Why it's better to be a tyrant than a wimp

Why we're suspicious of inconsistent behavior

Using consistency to move the merchandise

Why Carter's downfall was Reagan's windfall

Bonding: The Magic Key to Persuasion

103

(8)

How to sell up a storm using the principle of bonding

How people bond to their mental investments

Remember that the buyer has bonded with his previous decisions

How interrogators use the power of commitment

The essay contest phenomenon

Getting the buyer to bond to your product

Selling to a Committee

111

(14)

Know what caused your committee to be there

Should you put your strongest argument at the beginning or at the end?

If several salespeople will present, should you go first or last?

A simple and effective way to get the committee on your side

Know whether to use emotion or logic to persuade

Should you have a question-and-answer session?

Constructive distractions can improve your ability to persuade

Should you present both sides of the argument, or only one?

Overstating your case is detrimental

Learn the art of getting the most effective introduction

The most important thing you can do to persuade a committee

8 Verbal Persuasion Tools to Control the Buyer

125

(12)

Diffusion

``Yes, I take it personally.''

Being ``Nixonesque.''

``I'm not offended.''

``Easy to deny.''

``I'm not suggesting.''

Give the buyer options

The innocent question

Exposing and Destroying the HAGS

137

(4)

Hurt---the buyer's upset and wants revenge

Anger---the buyer's upset with something that happened

Greed---you appear vulnerable, and the buyers wants to take advantage of it

Suspicion---the buyer doesn't appear to trust you

Part Two: Analyzing the Buyer

141

(26)

Matchers Versus Mismatchers

143

(6)

How to distinguish buyers who are matchers from mismatchers

Matchers look for similarities

Mismatchers look for differences

Matchers like their world to stay the same

Mismatchers are always discontent

How to persuade the matcher

How to persuade the mismatcher

What Motivates the Buyer?

149

(10)

Possibility versus necessity

Self-centered versus externally centered

Moving toward pleasure or away from pain

Field-dependent versus field-independent

How the Buyer Decides

159

(8)

Assertive versus unassertive

Emotional versus unemotional

Openor close-minded

Conscious or unconscious thought processors

Part Three: How to Become a Power Persuader

167

(60)

Developing Charisma: How to Make Your Buyers Love You!

169

(4)

A very special quality

Charisma---the nonverbal persuasion power

To understand charisma, imagine the opposite

12 Ways to Project an Awesome Charisma

173

(14)

Make everyone you meet feel special

Develop a great handshake

Notice a buyer's eye color

Push out a positive thought

Give sincere compliments

Catch people doing things right

Looks do matter!

Take a check-up from the neck down

Smile 2 seconds longer than they do

Work on pushing out empathy

Respond to people's emotions, not to what they say

Maintain a childlike fascination for your world

How You Can Develop a Dynamite Sense of Humor

187

(24)

A good sense of humor may stop you from going crazy

How to develop a sense of humor

There are only five things that make people laugh

Learning what makes it funny

A practice session on identifying the style of humor

The sales persuaders best type of humor: witticisms

A 30-day program to improve your sense of humor

You Don't Need to Forget Another Name

211

(16)

The magic secret to remembering names

Selective memory---how it works

The trigger that makes you remember

How to transpose from short-term to long-term memory

Initial steps to burn a name into your memory

Don't try to outdo the experts

What's the lesson to learn here?

The key to remembering faces

An exercise in memory discipline

How important is it to remember names?

Part Four: Learning Persuasion Techniques

227

(44)

A Magic Persuasion Technique

229

(6)

Use the other person's name at the beginning or the end of a sentence

Make your request

Tilt your head and smile as you say it

Why the magic formula works

How to use the formula

8 Ways to Persuade an Angry Buyer

235

(12)

Are you the target?

A magic expression

Restating the objection

``That hasn't been my experience.''

Handling the showperson

Don't exacerbate the situation

First find out what they want

Charm them to death

The 8 Reasons Why Buyers Won't Open Up

247

(10)

Figure out why won't they talk: obsession, inhibition, apathy, sulking, evaluation, penuriousness, time pressure, or fear

Sales Management and the Power Persuader

257

(14)

The sales manager's doctrine

How to develop the mission

The four key elements of the mission

The importance of informing the troops

Using persuasion skills to sell the mission

Building leadership credibility

Building credibility when you're new on the job

Leadership and the art of consistency

Caring more about the success of your people

The mission is the most important thing

Painting the picture of the mission

The essence of persuasive leadership

Postscript: The Secret of Power Persuasion

271

(2)

Index

273

(8)

About the Author

281

(2)

Products and Services

283

Roger Dawson

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Secrets of Power Persuasion for Salespeople

Summary

Author Biography

Table of Contents

Supplemental Materials