Author: Roger Dawson
Publisher: Elpac Publishing
Reviewer: Goke Ilesanmi
The skill of persuasion is highly needed whenever we want to convince people. Lack of this skill is causing electoral fraud among politicians as well as de-marketing among corporate organisations. This is why I have decided to review this text entitled “Secrets of Power Persuasion for Salespeople” this week. It is written by Roger Dawson, one of the most-respected authorities as regards persuasion and negotiation. Dawson has trained executives, managers and salespeople throughout the United States, Canada, etc.
He asserts that if you have read his other book Secrets of Power Negotiating, you might think there is no need reading this one. This author says this inference is wrong because there is a difference between Negotiating and Persuasion. Dawson however explains that the two are very close, and the skills in each area will apply to the other. He says Negotiating involves reaching an agreement on price or on the specific terms of an agreement. This author illuminates that we also negotiate when there is no money involved. For instance, we negotiate the terms of a nuclear arms reduction agreement. Dawson educates that Persuasion, on the other hand, is the art of getting people to go along with your points of view, to see everything your own way. He stresses that, of course, you need negotiating skills to be a good persuader and persuasion skills to be a good negotiator.
This text is segmented into four parts of 24 chapters. Part one is summarily christened How to play the persuasion game, and contains first 13 chapters. Chapter one of this part is entitled 6 magic keys that control buyers. In the words of Dawson here, “Selling is really a persuasion contest, isn’t it? You’re trying to persuade the buyer to buy. The buyer is trying to persuade you to buy his or her point of view that he or she: 1. Can’t afford it; 2. Does not need it; 3. Can get it for less somewhere else. One of you will succeed in your persuasion attempt. Will you end up as the persuader or the persuadee?”
He says maybe you are a salesperson in a competitive, price-conscious industry and you sweat buckets getting a new account to open up for you. “However, the person who works the territory in the state over never seems to have that kind of trouble. At every sales meeting, he’s up there getting an award for the most new accounts. To rub salt into the wound, you bet that he doesn’t work half as hard as you do. Perhaps you’re a salesperson who has become very good at prospecting for business and building rapport with the customer, but closing is your problem,” explains Dawson.
This consultant says if you are encountering problems selling, then you can employ these six magic strategies. That is, buyers can be sold, if you can reward them; buyers can be sold if you can exercise punishment power; combine reward and punishment; buyers can be sold if you bond with them; buyers can be sold if they think you have more expertise than they do; and finally, buyers can be sold if you act consistently.
Chapter two is entitled Get enthusiastic about your product. Dawson says, “Every single one of the dozens of top salespeople that I asked listed it (enthusiasm) as the most important factor in sales persuasion. You cannot be a top salesperson unless you genuinely believe in the value of your product or service….”
In chapters three to 13, he beams his analytical searchlight on concepts such as 12 magic keys for building credibility; creating buyer desire by creating an obligation; how scarcity motivates buyers; making the sale with time pressure; the Zen-like art of sharing secrets; tying your persuasion effort to something good; the power of consistency; bonding as the magic key to persuasion; selling to a committee; eight verbal persuasion tools to control the buyer; and exposing and destroying the HAGS.
Part two of this text is eclectically tagged Analysing the buyer, and covers three chapters, that is, chapters 14 to 16. Chapter 14 is christened Matchers versus mismatchers. Here, Dawson says, “Everyone either tends to be a ‘matcher’ or ‘mismatcher’, and being able to recognise which your buyer is makes you a better persuader. Matchers like their world to stay the same. They’re likely to stay on the same job for a long time and stay married to the same person for life…Mismatchers like the excitement of change, and they frequently change jobs and spouses. They have a high level of discontent, which can be healthy and make them very ambitious. Or it can be negative and lead to great frustration and failure.”
In chapters 15 and 16, this author discusses the concepts of what motivates the buyer and how the buyer makes decisions.
Part three is eclectically tagged How to become a power persuader, and covers four chapters, that is, chapters 17 to 20. In these chapters, Dawson looks at the concepts of how to make your buyers love you; 12 ways to project an awesome charisma; how you can develop a dynamite sense of humour; and the need for you not to forget another name.
Part four, the last part of this text is based on the precise concept of learning persuasion techniques and contains four chapters, that is, chapters 21 to 24. In the words of this author in chapter 21entitled A magic persuasion technique, “Let me tell you about a persuasion technique that’s so simple, and so effective, that’s it’s amazing so few people are aware of how powerful it is…This simple technique is to use the person’s name, at the start or end of a sentence, and make your request. You must tilt your head a little and smile as you say his or her name….”
In chapters 22 to 24, Dawson analytically X-rays the concepts of eight ways to persuade an angry buyer; eight reasons why buyers won’t open up; and sales management and the power persuader.
This text is a success as regards style. To ensure readers’ active participation, Dawson includes exercise sections. The language is simple and the presentation of ideas is unique. To ensure easy understanding on readers’ part, this author uses detailed and accurate illustrations. He employs graphical embroidery to visually reinforce readers’ understanding. However, some conceptually redundant chapters need to be harmonised.
In a nutshell, this text is a masterpiece. It is highly recommended to individuals and organisations that want to enhance their sales capacity through strategic skill of power persuasion. It is fantastic.
GOKE ILESANMI, Editor-in-Chief/CEO of www.gokeilesanmi.com.ng and Managing Consultant/CEO of Gokmar Communication Consulting, is a Certified Public Speaker/Emcee, (Business) Communication Specialist, Motivational Speaker, Career Management Coach, Renowned Book Reviewer, Corporate Leadership Expert and Editorial Consultant.
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