Since the dawn of time, merchants have been working on the powers of persuasion to attract new customers. The better at this they became the richer they got. Knowing how to overcome objections, handle questions, create a sense of need or urgency and being able to pin point your customer’s needs and match them to the benefits of your product or service are skills that are as vital today as they were back then.
I have recently been on holiday and needed something to take with me to read on the endless hours on the sunbed. I had been recommended a book by one of my coaches that delved into the psychology of sales. Although this is not the usual type of book that I read on holiday I thought I would give it look. I had been told that it explored how we respond to certain triggers and why this is so. It gave a peek into the minds of the most successful copy writers and sales people and shared their insights. It looked at the science behind the claims and gave empirical evidence as to why something worked and how it had been tested. It gave 7 simple tricks to being able to persuade people effectively – without manipulating or coercing them.
I took the book out of my bag on the aeroplane (yes I bought an actual book ). I opened it with a slight feeling of “I wish it was a good Jack Reacher story” but by the end of page 2 I was intrigued. I read on and by day 2 of my holiday the book was finished. I LOVED it. It was funny, educational, inspirational and informative. Nothing like the stuffy text book I thought it was going to be. It gave me lots of science behind the facts, which I loved, and as I am a student of psychology I particularly liked all the stories that were attached to the “lessons.”
I don’t often recommend books as I know lots of people today prefer to watch videos or get their education by other methods but I felt I couldn’t not let you know about this one. If you want to know how to win over a customer, how to get them to agree to your price without argument, how to get them to recommend others for you, how to get them to sign on the dotted line there and then – then you have to read it.
I have taken the lessons learned in those 2 days on my sunbed and now apply them in what I do on a daily basis and it is making such a difference. I no longer have to hope that someone will agree to whatever I am proposing but almost know they will – this is such an eye opener and has been a great help to both me personally and my business. I think that the extra sales I will make this year because of what I have learned from the book will pay for that holiday – how good is that?
So what is the name of this wonderful book I hear you ask. Well it is the Psychology of Persuasion by Robert B Cialdini and I have included a link to Amazon where you can purchase it in either book or electronic format.
I thoroughly enjoyed it as a book in its own right but learned so much from it as well and I hope you do too!
Business and Life Coach