There’s a lot more to selling — whether it’s oneself, a product, or a service — than most people would imagine, according to Kevin Hogan. Of course, there’s the message, but that is secondary to other factors, including the where, when, and who in any given situation. Each of these elements carries subtle, subliminal clues that can mean the difference between getting a “yes” or a “no.” In Invisible Influence, Hogan uses scientific studies to reveal unique approaches to influence, beginning with overcoming “reactance,” which he defines as “resistance to influence.” From that starting point, Hogan presents 52 techniques for influencing people to sell, market, and communicate more effectively and profitably.
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Related book summaries in the BBS library: The Business of Influence, The Influence Game, 10 Steps to Successful Sales
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