Selling Yourself To Others: The New Psychology of Sales


This comprehensive guide to selling uses state-of-the-art concepts of suggestion, hypnosis, and nonverbal communication.

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This comprehensive guide to selling uses state-of-the-art concepts of suggestion, hypnosis, and nonverbal communication.

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Editorial Reviews

Soundview Executive Book Summaries
How to Accomplish Lofty Selling Goals
Kevin Horgan and William Horton, both experts in the field of psychology, have discovered many secrets for influencing others at the "unconscious" level; to share these, they have compiled numerous tools and techniques for unconscious communication they say will make sales second nature. In Selling Yourself to Others, they have captured the current psychology behind predicting human behavior, creating demand for products and services, understanding motivating forces and influencing customers' behavior by tapping into their genetic programming. To accomplish these lofty goals, they have done extensive research into the psychology of selling and offer fresh insights into sales. They say mastering their techniques will drive customers to you who demand that you sell them your products and services.

The unconscious communication the authors delve into throughout their book can influence people in ways of which they can be completely unaware. The subjects they tackle include the effects of wearing jewelry or glasses, a chair's position, physical appearance, body language, choice of words, physical proximity to a client, word tone, and whether a person uses a podium when making a presentation. They offer several examples of what they call "Mind Access Points," or MAPs, which they say are any stimulus-response mechanisms that have been conditioned in a person's mind either genetically or through life experiences.

Their techniques provide many ways to avoid setting off negative stimulus-response mechanisms while pulling the strings of a customer in a way that ethically makes a sale.

The 21st-Century Selling Model
After an examination of why a person sells, several inspirational stories and a few words of wisdom ("People don't buy your product; they buy you," or "The only way to avoid being boring is to ask questions!"), the authors present the tools they say salespeople will need to earn six- or seven-figure incomes.

The authors write that the 21st-Century Selling Model starts with an understanding of the beliefs, values, attitudes and lifestyles of the customer and the salesperson. These are the unconscious filters of our experience through which we view those of other people. The authors say that knowing a person's beliefs, values, attitudes and lifestyles, and understanding your own, will improve your ability to sell.

When making a sales presentation, the authors offer 22 points to build a useful framework for selling. These include:

  1. Establish and Maintain Rapport. Get in sync with another person by developing a sense of empathy and sincere curiosity about others.
  2. Use Content to Build Rapport. Discover what a client's interests are and if you are not in tune with an interest, learn about it.
  3. Use Processes to Build Rapport. Develop the skill to become in-sync with another person with sincere interest.
  4. Pacing. Build rapport by being like your customer and matching his or her style because people like people who are like themselves.
  5. Use Your Voice. Speak at the same rate and pitch of voice as your client.
  6. Why Pace Breathing? When two people breathe at the same time, the connection between the two people increases.

Installing Anchors
Along with direct sales strategies and examples of how to put them into practice, the authors explore many psychological techniques that can influence prospective customers. For example, one technique of nonverbal communication is "installing anchors." An anchor is a stimulus-response cycle that, once installed, can be used to your advantage. These subtle cues create connectedness and can be used to sway a situation in a desired direction. The authors use President Clinton's subtle hand movements during a 1996 debate as an example of how he merely touched his own tie or face to direct to himself the positives he was proclaiming, and how casual hand gestures pushed his negative comments to Bob Dole. Using a step-by-step exercise, the authors describe how a salesperson can create an anchor for his or her feelings, and then use that anchor to conjure up that feeling when it is needed to build rapport or motivate a client.

Why Soundview Likes This Book
Selling Yourself to Others is an informative resource because the authors are able to translate unconscious communication into clear lessons that can be used in many common selling situations. By examining people and their deep-seated motivations using a combination of modern psychology and selling tactics, Horgan and Horton are able to help others reinvent themselves as better salespeople and gain more control over their lives. The abundance of good advice and pertinent experiences offered by their book make it a resource that can improve any salesperson's techniques and success rates. Copyright (c) 2002 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9781589800076
  • Publisher: Pelican Publishing Company, Incorporated
  • Publication date: 2/28/2002
  • Pages: 272
  • Product dimensions: 6.24 (w) x 9.21 (h) x 0.97 (d)

Meet the Author

Kevin Hogan is a national public speaker and founder of Success Dynamics Foundation, a nonprofit organization that strives to teach schoolchildren about making correct choices about drug use. An expert on body language, he is sought after by the media and even has interepreted President Clinton's demeanor during a televised speech for the New York Post . He holds a doctorate of clinical hypnotherapy from American Institute of Hypnotherapy (Irvine, California) and a Ph.D. in metaphysics from the American Institute of Holistic Theology (Youngstown, Ohio). Dr. Hogan has a clinical hypnotherapy practice and sees clients daily. He resides in Eagan, Minnesota.

William D. Horton is a licensed clinical psychologist who is particularly interested in neuro-linguistic psychology and hypnosis. Horton has won several awards, including the 2001 Educator of the Year Award from IACT, and has appeared on over 200 radio and television shows. William Horton continues to practice psychology and is considered one of the worldís leading experts in neuro-linguistic psychology and subconscious communication.

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  • Anonymous

    Posted April 22, 2003

    Best Selling Book I have ever read. Really!

    I've read and reviewed a number of Kevin Hogan's books, this one is probably his best work (along with Irresistible Attraction). What sets this book aside from every other sales book I've read is the brilliant weaving of hypnotic stories with truly razors edge scientific advances in behavioral genetics. The authors of this book have the greatest respect for salespeople and go so far as to say, 'Salespeople make the world go around. Without the salesperson, nothing one gets paid.' Clearly Hogan and Horton are salespeople themselves. They tell their stories in a most elegant and unique fashion. More importantly, those of us who sell for a living, sense an understanding that is rarely experienced in books that beat 'overcoming their objections,' 'scripts' and 'close hard close often techniques.' There is no question that what makes this book stand out are the three chapters about how to ask questions and present information based upon people's genetic bias. Hogan goes into great detail about sex and selling, the flight/fight response, the drive to eat, connect and acquire...and he details how you communicate so you push all the right instinctual buttons at the right nanosecond. I confess I had never considered these concepts...ever. I've been to see Tony Robbins, Brian Tracy, Tom Hopkins and Zig Ziglar numerous times. They are all incredible, but even they don't have this material...or if they do, they haven't presented it to my knowledge. More specifically Hogan breaks down the genetic biases of individuals into key drives and desires which he claims are not original to his thinking but collected from William James and Stephen Reiss. However, with the credited assistance of Hogan's colleague Richard Brodie, they ambitiousl detail utterly new ways to get inside of the mind of your customer and show exactly how to help that customer see your product in it's best possible light. Hogan's co-author Horton, contributes with NLP techniques, many of which we have seen and several we haven't. I took my NLP training in Chicago and now I wish I would have taken my training with Horton as his contributions are significant to this book. I'm not an afficianado of the martial arts but I felt his metaphors from his experience in the martial arts were useful in understanding the sales process. This book only has one weakness and that is that it reads unevenly at times. It sometimes feels as if you are reading a long article after another long article. However, this criticism is really to be taken in the context of its enormous contribution to the field of selling and really to every salesperson out there. Selling Yourself to Others is based on selling with integrity and yet offers you scientific insights into the human mind that make you feel like you can turn the keys at will. After you read this, you will probably get pangs of guilt for having so much power. Once you get over it, you have a manual that likely won't be matched for many years. There are also a number of truly funny stories that made me laught out loud. This is a serious book about how to sell but once per chapter you simply find yourself unable to control yourself with laughter. This is amazing stuff. Hogan's best work. Five stars.

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