Want to know why people do things they do? But this book!
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Whether it's body language, alpha strategies, omega strategies, 10 laws of persuasion, building rapport, self branding, oscillation, covert hypnosis or you just want to be privy to information most other authors would and do span out over 3 or 4 books then this is an absolute must read for you.
Kevin Hogan again delivers where others leave you wanting and does so not in a way that is hard to understand or in a way that leaves you wondering whether it really does work like that but in a way that is completely and wholly backed up with real, provable scientific study and results.
I am not for one minute not to try other authors attempts but what i am saying is that you'll be very hard pushed to find a title with so much usable information in it.
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
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Visit my website, buy my stuff
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I've finally got through this book, and to be honest I can't really say that I've learned much. I bought this book to learn the techniques for selling my internet-based products & services via my web site. Given that the internet must surely now be the biggest media for selling, it's strange that so little attention is given to it.
Hogan makes some really strong statements in this book that mainly involve the psychology of the buyer. The problem is that the examples that should accompany them are missing. It seems to me that unless you are selling "real estate", you won't benefit a great deal. Many of the examples that are there are based around American products that I have no experience of anyway.
Only the final paragraph deals with internet-based selling. It is too short, and can be summed up as:
1. Make a statement that identifies your product as being bigger and better
2. Deliver on that statement by 200%
It's not really too helpful when every one of my competitors is also saying that their product is also the best.
The other problem (as identified by the previous reviewer) is the continuous mention of how good the author is! He thinks a lot of himself; from boasting about his wealth, his lifestyle, or the fact that you should keep going to his website to buy more of his stuff - it's annoying and takes away from the purpose of the book.
The only part of the book I honestly did find useful was the section on minimising how much information you deliver to a potential buyer, to stop them going into 'self-defence' mode.
Other than this, I found it largely disappointing, and would really appreciate other reviewers posting their recommendations.
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This book is a vehicle for Hogans massive ego!!!
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Did anyone know that to influence people it's important to "Be likable"? Or how about this: "If you can't get someone's attention you have no opportunity to influence that person in any way". Really Hogan?!? How did you come up with these groundbreaking pieces of information?
Folks, this book is for those of you who are about one level above "socially inept". Okay maybe that's a little harsh, but seriously I really did not find any of his ideas as "profound" (as Hogan will often remind you whilst shamelessly slipping in adverts about his seminars, CD's and other books in his series) as he would have you believe.
He dedicates a whole chapter to the importance of credibility when attempting to influence. Right Ok, so it's important to be credible otherwise people don't believe what you're saying. Thanks for that Hogan. Here's one of his equations to memorise in case you forget how to become credible:
Credibility = Expertise + Trustworthiness
Mind-blowing stuff!
After reading his book I can't imagine Kevin Hogan ever influencing me to say yes to anything he suggests, unless he suggests binning his 224 pages of patronising text.
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Where genius meets experience
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To me the Science of Influence by Kevin Hogan was 224 pages of pure joy and brilliantly explained principles of influence I could use the very same day I learned them.
Kevin begins by explaining what it is that makes people tick -- why we do certain behaviours, do we even know what we want and why, explains how the two minds (conscious and unconscious) work and shares the three ways that bring change in a person.
He then proceeds to explain the importance of body language, tells how to improve it and gives thirteen secrets of making a magnetic first impression. This is followed by "the delta model of influence" which teaches subtle ways to gain rapport with a prospect and explains fifteen secrets to optimizing a persuasive message.
Next he reveals the new principles of influence and an introduction to omega strategies that teach us how to obliterate resistance in people by presenting what we want them to do in such a way that a "yes" becomes much more likely. Then come the ten laws of influence and ways to apply them.
He continues with explaining how people's decisions oscillate and how this effects their behavior and of course how to use this phenomena in our advantage. The concluding chapter touches the subject of branding -- how can we brand ourselves and why is it very important.
Throughout the book you can find many examples, exercises and quizzes that help you grasp the enormous amount of knowledge you get in it.
It's written in an easy to understand language, the principles are masterfully explained and backed up by data from real-life controlled experiments conducted by several Universities and companies, and of course by the author himself -- hence the title "The Science of Influence".
Although the book was written for sales people, the principles can easily be applied to many other areas -- such as relationships and therapy. I really recommend it to anyone eager to learn the secrets of influencing people's decisions and believe it should be on the shelf of every serious sales person.
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Very Average at the Best of Times!
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A decent enough book in its own right but many of these "insights" one learns anyway if bright enough to develop your skills naturally. Some useful areas but too much self-promotion of his other books a little off-putting at the best of times. That said it is an easy read, nicely presented and covers a lot of important issues in influence. For the beginner more than anything else trust me!
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