The Unfair Advantage: Sell with NLP!

by Duane Lakin

The Unfair Advantage: Sell with NLP! is a book for people who want new skills to influence others, who know that all selling is personal, and who see the need to sell themselves more effectively. It is for people who want to have an advantage in everything that they say, write and do. It is for YOU if you want to find an edge--an advantage--in your work life.

The Unfair Advantage: Sell with NLP! is a “workshop-in-a-workbook.” It contains practical ideas and exercises for applying NLP (neurolinguistic programming) to sales and marketing. It includes “how-to” ideas for selling face-to-face, telemarketing, direct mail, and other real-world situations. Included are examples of scripts and techniques that have produced proven sales increases. It is a theory-free collection of techniques based on a workshop that has been presented to CEOs and sales professionals in over 800 companies in the United States, Russia, Hungary, Italy, Canada, and England.

NOTE FROM THE AUTHOR
This book is unique in its focus on proven practical techniques. It is not a “motivation” book or a touchy-feely, self-affirmation book. You do not need motivation if you are having successful sales results. This book gives you the advantage you need to get such results. The Unfair Advantage began when a client said, “We want to stop coming in second.” Over the past thirty years, I have honed and tested the techniques that are in this book. Don’t buy this book looking for easy answers. It still takes practice. But everything in The Unfair Advantage: Sell with NLP! works, and it can work for you.

INDUSTRIES WITH COMPANIES WHO USE The Unfair Advantage:

Accounting Consulting Pharmaceuticals
Advertising Consumer Products Real Estate
Apparel & Accessories Cosmetics Service
Automotive Electronics Software
Banking Executive Search Technology
Brokerage Financial Services Telecommunications
Biotechnology Health Care Travel/Hospitality
Call Centers Legal
Chemical Manufacturing

301 pages, Kindle Edition

First published January 15, 2000

Reviews

[Ryan · Rating 4 out of 5]

People who suggest this book isn't entirely accurate (which it isn't) are missing the point. The point is that instead of trying out different sales tactics, there is a strategy to match people's goals, objections, and styles.

When said like this, it appears obvious. However, most of us (including most sales people) find themselves ignoring this advice in pursuit of the 'best sales deck' or 'most effective pitch.'

The message: there's 'no perfect pitch' or 'deck'; you have to match your audience and respond in language they can understand.

Why this book is so useful is that it gives you actionable frameworks for matching the audience. Each framework may be a bit too vague and I'm not even sure I agree with the 'VAK' coding that the author proposes...however, giving clear examples and exercises provides you with training wheels for you to come up with your own framework if you can.

[Iulian · Rating 3 out of 5]

It'sa quite technical book about communication, very practical, it has lots of exercises, great learning tool on how to communicate in a way that delivers the right message to the subconscious of listeners. It may be geeky for some, others may find it lacks depth, meaning there is not enough given context, why and when would this work, what's the mindset behind the techniques, when it is ethically to use them and when it's not.

[TN · Rating 5 out of 5]

It is a very well structured book. I found a lot of useful tactics on improving communication and getting better results. I guess, the only small concern is that it will be if the reader has some NLP experience for better understanding.

[MJ Hoffman · Rating 4 out of 5]

A perfect introduction to Neuro -Linguistic Programming for the non-Practitioner. Delivers practical ways to unleash the power of emotional language. Complete w exercises.

[Vladimir · Rating 4 out of 5]

Nice structured fundamentials of NLP in connection and practical realization to sell, instead of talk. Good book to start NLP in practice.