May 24th 2007
Covert Persuasion. Psychological tactics and tricks to win the game. Kevin Hogan
Covert Persuasion. Psychological tactics and tricks to win the game. Kevin Hogan. ISBN 0470051418. Well the title is enough to put many people off of this book! However it is well researched with terrific applicability to the intended audience, salespeople. You will find out the “why it works” for pretty well any sales and motivation approach you may have experienced or heard of and some you have not. Of particular use to me were the checklists of words and phrases that he collects from all sorts of places that help drive targets toward making a decision. I also learned about Option Attachment. This is where a buyer has two good choices, either of which are valid. However once a choice is made, the buyer can feel a sense of loss over the option not taken. This is a useful book, fairly easy to read. There are a few serious copy editing flaws which drove me to ask “what?” It may come from a bit over use of cut and paste from other books/articles he wrote that refer to topics not in the book.
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Category: Lifeskills, Marketing, Sales, Technology Industry
