Persuade – Using the Seven Drivers of Motivation to Master Influence and Persuasionis an interesting book with a style that will appeal to many. The underlying psychology is sound and the book generally does what it says on the cover…It explains the the 7 drivers of motivation to help you master influence and persuasion. With illustration a examples and stories to make the key points Hesketh is clearly familiar with the domain and material. Whether it actually persuades in the end is debatable.
Key takeaways are:
The 5 keys to persuasion in selling are:
- People don’t care how much you know until they know how much you care.
- Establish and appeal to the other person’s emotional needs.
- The essence of persuasive selling is to make it easy for people to buy.
- Sell on ‘Value’ not on ‘Price’.
- Manage expectations.
There are 3 parts to any conversation:
- After Effects
5 things that help to save and make money:
- Explain ‘Yes it’s expensive but look at what you get’
- Use a sharp intake of breath regardless of what you think the price should be
- If someone uses the sharp intake of breath then do nothing and do not mis-interpret it.
- Is that you best price?
- I agree you should think about it – Often that is because they have a particular issue to consider…Is that the case here and how can I help you resolve it.
Our Psychological Drivers:
- Certainty and uncertainty
- Growth – material and personal
- A place
Reasons people buy:
- Empathy and Ego
- Special deal / Bargaini
- Nervousness / Risk aversion
- Social Pressures
Reasons people don’t buy:
- No need
- No desire
- No trust
- No hurry
- Not their decision
- Too Much Choice
Intellectual Trust = Honesty x Expertise x DWYSYGD / Self Interest
The Secrets to Excellent Customer Service:
- Be nice
- Be Honest
- Ask questions
- Truly care about the client’s needs
- Exceed customer expectations
- Do all this day in and day out
Value for Money = Quality/Price
Rules for Discounting
- Have a framework and a reason
- Think about ‘Price, Value, Worth and Profit’
- Make it easy to implement but beware any expectation
Rules for holding a high price?
- Make it rare and special
- Behave like you are worth it
- Be nice
How memory works
- Multiple senses
Reputation = Experience – Expectation
Seven Golden rules:
- When you lose, don’t lose the lesson
- Treat others as they wish to be treated
- Always have a Devil’s Advocate
- Allocate time to things that are important rather than urgent
- Live and Let live but don’t live with injustice
- Do What you Say You Are Going to Do (DWYSYGD)
- Beware Hubris
Secrets to Happiness:
- Happiness Begins with Acceptance
- Happiness is the Journey not the destination
- It’s the Happiness of Pursuit not the Pursuit of Happiness
Purpose of Life
Develop loving relationships and make a meaningful positive contribution.
10 Killer Questions:
- What is the most important thing to you about…..? Why is that?
- What is the most frustrating thing to you about…..? Why is that?
- Why do you ask?
- I wonder if you could help me?
- If you were me what would you do?
- What makes you say that?
- How do you feel about that?
- How was yours?
- What are your expectations exactly?
- Shall we go ahead? How shall we go ahead?
While a fast and interesting read, the key takeaways above are the core of the content and the book illustrates them with stories and examples. Worthy of a place in your library but not my first choice on persuasion.
Dare to Aspire