Secrets of Power Persuasion for Salespeople Book

	Preface: What You'll Get From This Book	13
Part 1	How to Play the Persuasion Game	17
Chapter 1	6 Magic Keys That Control Buyers	19
	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
Chapter 2	Get Enthusiastic About Your Product	31
	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
Chapter 3	12 Magic Keys to Build Credibility	37
	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
Chapter 4	Creating Buyer Desire by Creating an Obligation	55
	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
Chapter 5	How Scarcity Motivates Buyers	71
	Even smart buyers can fall for the scarcity yo-yo
	Scarcity drives value and prices sky high
	Buyers and salespeople fight on the battlefield of scarcity
Chapter 6	Making the Sale With Time Pressure	77
	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
Chapter 7	The Zen-like Art of Sharing Secrets	85
	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
Chapter 8	The Power of Association: Tie Your Persuasion Effort to Something Good	89
	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
Chapter 9	The Power of Consistency	95
	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
Chapter 10	Bonding: The Magic Key to Persuasion	103
	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
Chapter 11	Selling to a Committee	111
	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
Chapter 12	8 Verbal Persuasion Tools to Control the Buyer	125
	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
Chapter 13	Exposing and Destroying the HAGS	137
	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 2	Analyzing the Buyer	141
Chapter 14	Matchers Versus Mismatchers	143
	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
Chapter 15	What Motivates the Buyer?	149
	Possibility versus necessity
	Self-centered versus externally centered
	Moving toward pleasure or away from pain
	Field-dependent versus field-independent
Chapter 16	How the Buyer Decides	159
	Assertive versus unassertive
	Emotional versus unemotional
	Open-or close-minded
	Conscious or unconscious thought processors
Part 3	How to Become a Power Persuader	167
Chapter 17	Developing Charisma: How to Make Your Buyers Love You!	169
	A very special quality
	Charisma--the nonverbal persuasion power
	To understand charisma, imagine the opposite
Chapter 18	12 Ways to Project an Awesome Charisma	173
	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
Chapter 19	How You Can Develop a Dynamite Sense of Humor	187
	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
Chapter 20	You Don't Need to Forget Another Name	211
	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 4	Learning Persuasion Techniques	227
Chapter 21	A Magic Persuasion Technique	229
	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
Chapter 22	8 Ways to Persuade an Angry Buyer	235
	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
Chapter 23	The 8 Reasons Why Buyers Won't Open Up	247
	Figure out why won't they talk: obsession, inhibition, apathy, sulking, evaluation, penuriousness, time pressure, or fear
Chapter 24	Sales Management and the Power Persuader	257
	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
	Index	273
	About the Author	281
	Products and Services	283