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:
- Establish and Maintain Rapport. Get in sync with another person by developing a sense of empathy and sincere curiosity about others.
- 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.
- Use Processes to Build Rapport. Develop the skill to become in-sync with another person with sincere interest.
- Pacing. Build rapport by being like your customer and matching his or her style because people like people who are like themselves.
- Use Your Voice. Speak at the same rate and pitch of voice as your client.
- Why Pace Breathing? When two people breathe at the same time, the connection between the two people increases.
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