The Secret Language of Influence: Master the One Skill Every Sales Pro Needs

by Dan Seidman

Spanning the use of storytelling, humor, emotion-evoking language, and questions that advance the sale, this entertaining and practical book demonstrates the power of words to break down resistance and incline buyers toward purchase.

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, which is why author Dan Seidman teaches you to think of influence as something occurring at a level just below the buyer’s awareness.

The Secret Language of Influence does this by explaining not only how to identify the right words--and which to avoid--but how to use strategic key words and phrases with different potential buyers. You’ll learn the best ways to approach buyers who

motivated by benefits vs. problems (i.e., wanting to hear about the money they’ll save rather than the pain they’ll avoid);proactive vs. reactive;big picture vs. detail oriented;systems thinkers vs. creative minds;and those who are influenced by external feedback (testimonials, evidence) vs. internal factors (feelings, personal experiences, beliefs).Today’s buyer is savvy and all too familiar with traditional selling techniques, but great selling is invisible. By identifying different ways buyers are motivated, salespeople can quickly customize their conversations and lead prospects to a yes.

Genres: Business, Nonfiction, Personal Development, Psychology

210 pages, Kindle Edition

First published April 11, 2012

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.

Reviews

[Daniel Taylor · Rating 4 out of 5]

Success in sales is the result of being a master of communication as you help prospects buy.

This book teaches how to identify the way prospects buy based on how they answer specific questions. Strategic listening defines whether you will fail or succeed.

As someone moving into a new sales role for a magazine, I plan to refer back to this book as I start making my sales calls and modifying what I do based on the book's suggestions. In other words, it provides a framework for me to evaluate my performance on each call.

If you're anything but a top salesperson then you'll want to read this book. If you are a top salesperson, you'll already be convinced of it's value.

[Karen Calhoun · Rating 4 out of 5]

This book focuses on the psychology of sales. Although it is directed at people who sell for a living, I (a retired physician) found it captivating. The main focus is on 'reading' the potential buyer- sort of like Steven Covey's Seek first to understand. I realized I used this type of skills daily in teaching patients how to manage both acute conditions and chronic illnesses. I wish I'd read this sooner!

[Dan D · Rating 4 out of 5]

I didn't give this book justice.. I sped read it before it was due back but it looked to have A LOT of good strategies if you're working in SALES. One BIG takeaway from me is humor can sale and you need to be in the right cheerful mood when saling.

[Naeem]

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