Cambridge Business Association
The Secrets of Power Persuasion for Salespeople
Book

The Secrets of Power Persuasion for Salespeople

Roger Dawson
Career Press, 2003
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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Roger Dawson, a top speaker and writer on negotiation and persuasion, has written, in fact, a very persuasive book. Solid research that identifies effective sales strategies and explains why they work sets Dawson's book apart from many other volumes on sales techniques - even when his advice is repetitive. He warns you away from manipulation, though he doesn't hesitate to use some forms of it, along with psychological insight, time pressure, friendship, subliminal messages and outright emotion to persuade clients to buy. Dawson writes in an easy-to-read, breezy, yet authoritative style and includes tricks, techniques, clever anecdotes and chapter summaries. The book is as well organized as a speech in which Dawson tells you what he is going to say, says it and then tells you what he just said. getAbstract recommends this book to people who want to sell better, and who have the starch to use intense powers of persuasion.

Summary

Persuasion Works

Manipulation no longer works well in sales. People are too sophisticated for that now and customers want real value.

By contrast, persuasion works because you employ it to get people to see your viewpoint and agree with you. Such persuasion is necessary not only with external customers, but also within your own organization. You may need to persuade your people to be more understanding and flexible in the way they treat your customers. Effective persuasion is based on learning a number of skills, which include:

  • Using psychological pressure points that influence a buyer.
  • Being genuinely enthusiastic about your product or service.
  • Being credible, so buyers believe and trust you.
  • Using subliminal factors that influence others.
  • Using specific verbal messages to appeal to buyers and to get them to talk.
  • Developing personal qualities that give you charisma, including remembering names and faces, and having a good sense of humor.

Key Ways to Influence Buyers

Very successful salespeople influence buyers with six "magic control keys":

  1. Show buyers you can give them rewards...

About the Author

Roger Dawson, an expert on the art of negotiating and persuading, wrote The Secrets of Power Negotiating and Secrets of Power Negotiating for Salespeople, as well as many other books, audiotapes and videos. He has been a full-time speaker for 20 years, and has trained executives, managers and salespeople throughout the U.S., Canada and Australia.

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