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Persuade – Using the Seven Drivers of Motivation to Master Influence and Persuasion by Philip Hesketh

Persuade – Using the Seven Drivers of Motivation to Master Influence and Persuasion by Philip Hesketh

Persuade – Using the Seven Drivers of Motivation to Master Influence and Persuasion by Philip Hesketh

Persuade

 

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:

  • Facts
  • Feelings
  • 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:

  • Loved
  • Important
  • Belonging
  • Believing
  • Certainty and uncertainty
  • Growth – material and personal
  • A place

Reasons people buy:

  • Rarity
  • Empathy and Ego
  • Authority
  • Special deal / Bargaini
  • Obligation
  • Nervousness / Risk aversion
  • Social Pressures

Reasons people don’t buy:

  • No need
  • No desire
  • No trust
  • No hurry
  • Fear
  • Not their decision
  • Too Much Choice
  • Money

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
  • DWYSYGD
  • 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

  • Repeated
  • Relevant
  • Different
  • 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:

  1. What is the most important thing to you about…..? Why is that?
  2. What is the most frustrating thing to you about…..? Why is that?
  3. Why do you ask?
  4. I wonder if you could help me?
  5. If you were me what would you do?
  6. What makes you say that?
  7. How do you feel about that?
  8. How was yours?
  9. What are your expectations exactly?
  10. Shall we go ahead? How shall we go ahead?

 

Conclusion:

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

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