Provides salespeople with information on hypnotic techniques and how to use them in sales presentations and script books to win the customer's trust and make sales.
Very valuable for sales people, I suspect. I was reading it for the segments on how to use language, and for that it was good and used many techniques I was already familiar with, so good for reinforcing some existing communications skills.
Excellent summary on both conversational hypnosis for prospects as well as self-hypnosis. All of this book is designed to get your mechanics down in both mental talk, and talk out loud with prospects. Your job is to guide them, through easy and controlled persuasion methods. Get them into a state of trust and almost auto-pilot thinking towards an end goal.
I love the summary on sales scripts and questions. Even the masters of sales still read, reread, and memorize their scripts.
All who are great in their craft are masters at the fundamentals. He teaches fundamentals, but goes beyond that into more advanced nonverbal communication and influence. This is a great book for those who want to take the fundamentals deeper and get better at influencing others in the sales process by using his catalog of techniques he Dr. Moine developed through NLP.
A great tool in preparing your presentations to be as effective as they can. The best and worst selling techniques can use these methods to dramatically improve on them. Despite one chapter showings it's irrelevance to today's time everything else can be used then and now.