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The Secret Language of Influence: Master the One Skill Every Sales Pro Needsby Dan Seidman
Synopses & Reviews
If you want to make more sales, you need to speak the buyer’s language. Some buyers are like tortoises and others are like hares. Some are big-picture buyers and others are detail-oriented. And some, no matter how many fabulous benefits you describe, would rather hear about the pain they’ll avoid. Your job is to figure out what kind of buyer you’re selling to, and which words will lead them to “yes.”
You don’t have to be a mind reader. It’s simple to do when you’re attuned to the subtle yet powerful force of language—listening carefully to map out your customer’s mind, then choosing words strategically to act as tools of influence.
The Secret Language of Influence is a remarkably simple yet effective new approach to selling. Packed with stories, dialogues, and examples, the book delivers more than 30 psychologically insightful strategies for pinpointing how different people make decisions, and tailoring your sales message to match. You’ll learn how to:
• Use pattern interrupt to grab attention and overcome resistance
• Motivate proactive buyers who rush forward (then change their minds) and reactive buyers who make decisions slowly and methodically
• Figure out if your prospect responds to external feedback (testimonials, evidence) or internal factors (feelings, beliefs)
• Match your dialect to appeal to visual, auditory, or kinesthetic thinkers
• Ask potent questions that elicit clear clues about your buyer
• Use storytelling, humor, and emotions to maximum effect, and more!
Great persuasion skills are invisible, happening just beneath a buyer’s awareness. With a few simple words—the right words—you can transform an awkward sales call into a comfortable conversation, and a resistant prospect into a happy customer.
Dan Seidman is a globally recognized speaker, consultant, and trainer on selling and influence. He is the author of The Ultimate Guide to Sales Training, and his regular columns reach more than 2 million readers monthly online and in print. He lives in Barrington, Illinois.
Great selling is invisible. Influence occurs at a level just below the buyer’s awareness. That’s important because today’s buyer is savvy and all too familiar with traditional selling techniques. However, a few simple words—the right words—can transform an awkward sales call into a comfortable conversation and a resistant prospect into a happy customer.
Some people, for example, want to hear about the money they’ll save, while others respond to the pain they’ll avoid. By identifying different ways buyers are motivated, salespeople can quickly customize their conversations and lead prospects to “yes.” The Secret Language of Influence reveals the best ways to approach buyers who are:
Motivated by benefits vs. problems • Proactive vs. reactive • Big-picture vs. detailoriented • Systems thinkers vs. creative minds • Influenced by external feedback (testimonials, evidence) vs. internal factors (feelings, personal experiences, beliefs)
From the use of storytelling, humor, and emotion-evoking language to words to avoid and questions that advance the sale, this entertaining and practical book demonstrates the power of words to break down resistance and change buyers’ minds.
About the Author
DAN SEIDMAN is a globally recognized speaker, consultant, and trainer on selling and influence. He is the author of Sales Autopsy, and his regular columns reach more than 2 million readers monthly online and in print.
Table of Contents
Preface: Great Persuasion Skills Are Invisible / VII
PART ONE: INFLUENCING OTHERS
1 Breaking Buyers’ Patterns / 3
2 Toward Buyers and Away Buyers / 9
3 Buyer Tortoises vs. Buyer Hares / 19
4 Buyers Who Like Proof vs. Buyers Who Don’t / 24
5 Artist Buyers vs. Accountant Buyers / 28
6 Big Picture Buyers vs. Detail-Oriented Buyers / 33
7 Four Kids in a Classroom / 36
8 Critical Language Tips / 44
9 Evoke Emotions! / 56
10 The Persuasive Power of Storytelling in Selling / 63
11 Questions That Advance the Sale Closer to the Close / 72
12 The Ultimate Objection-Handling Tool / 86
13 Strategic Listening / 97
14 The Opening Strategy for All Sales Calls / 106
15 How to Be Funny: Humor for Sales Pros / 116
16 Potent Communication Skills / 129
17 High-Influence Cold Calling / 140
PART TWO: INFLUENCING YOURSELF
18 Seven Keys to Influencing Your Brain / 145
19 Heart and Head Check: Self-Test / 162
20 Influence Your Body / 166
21 Know Your Numbers / 171
PART THREE: IMPLEMENTING YOUR INFLUENCE
22 A Summary of Strategies / 179
23 Can’t Decide What’s Most Important? / 184
24 First Step, Next Steps / 188
25 Model of Sales Excellence Tool / 192
Index / 195
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