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Buying Trances
Book

Buying Trances

A New Psychology of Sales and Marketing

Joe Vitale
Wiley, 2007
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Editorial Rating

6

Qualities

  • Applicable
  • Well Structured
  • For Beginners

Recommendation

“Do you want to make sales like magic? Then read this book.” According to Joe Vitale, you can grab readers’ attention by including “magic” in a headline because it appeals to their inner thoughts and penetrates their habitual trance or preoccupation. Once you break into this daze, you can lead potential customers into a “Buying Trance,” a state of mind where they become receptive to your message. Vitale touts this as the “new psychology of sales and marketing.” Well, it may be witchcraft, but it isn’t magically new, except for the catch phrase on the book’s cover. Vitale recommends that you do what every astute marketer attempts to do – grab a person’s attention, address a need, and offer a solution in the form of your product or service. Rather than being innovative or clever, Vitale’s tactics tend more toward the transparent (good) and manipulative (not so good). Though most savvy shoppers seem unlikely to succumb to Vitale’s spell, getAbstract suggests this book to new marketers who need to know about all the tricks of the trade.

Summary

“Buying Trances”

People live their lives as if they are in trances. As they go about their activities, they are preoccupied with their problems and aspirations, and all the things they need to do. They are not thinking about you or your product. So how can you disrupt their trances and get them to focus on what you are selling? This is the essence of the buying trances sales strategy: the ability to join people in their habitual trances and guide them into buying trances instead, so they come to your preferred mental destination. To make a sale, you must connect with people.

“A trance is defined as any condition where the focus of attention is narrowed.” People who are in “waking trances” are aware, but focused on something other than what is going on in front of them. Reading an absorbing book can put someone into a waking trance. Other kinds of waking trances include your preoccupied thoughts while driving, cleaning house or attending a lecture.

If you incorporate the fundamentals of hypnosis in your approach to sales, you will be able to create a “buying trance,” that is, to lead a potential customer into a state of mind that makes him or her receptive to ...

About the Author

Dr. Joe Vitale is the bestselling author of The Attractor Factor: 5 Easy Steps for Creating Wealth (or Anything Else) from the Inside Out and Life’s Missing Instruction Manual: The Guidebook You Should Have Been Given at Birth and president of a marketing consulting firm.

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