The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less!

256 Pages·2004·2.35 MB·English

by  Kevin Hogan

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“As a sports and performance psychologist who promotes the positive use
of persuasion and influence to turn people into extraordinary performers,
I always urge clients to read Kevin Hogan’s material.His new book,The
Science of Influence,will now be at the top of the required reading list for all
my sales training and coaching clients. Hogan has outdone himself this
time.This is a must-read for everyone who wants to be more successful.”
—Richard F.Gerson,Ph.D.,CPC,CPT,CMC
Author of 19 books,including
HEADcoaching:Mental Training for Peak
Performance and Winning the Inner Game
of Selling
“Whether it is in the boardroom,on the golf course,or across the dinner
table,we all struggle to unlearn bad habits,put to rest unfounded fears,and
effect positive change.Kevin Hogan offers us a simple but powerful way to
shape behaviors,responses,and performance—both our own and those of
others.”
—Linda Parker
Educator and author of The FabJob Guide to
Become a Professional Golfer
“A cornucopia of research-proven tips,techniques,and resources to help
you unlock the key to your prospect’s mind and elicit a positive response.
Easier, faster, and more effective for those in business than an advanced
degree in psychology!”
—Roger C.Parker
Author,coach,consultant
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THE
SCIENCE
INFLUENCE
OF
How to Get Anyone
to Say “Yes” in 8
Minutes or Less!
Kevin Hogan
John Wiley & Sons,Inc.
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Copyright © 2005 by Kevin Hogan.All rights reserved.
Published by John Wiley & Sons,Inc.,Hoboken,New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced,stored in a retrieval system,or transmitted
in any form or by any means,electronic,mechanical,photocopying,recording,scanning,
or otherwise,except as permitted under Section 107 or 108 of the 1976 United States
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authorization through payment of the appropriate per-copy fee to the Copyright
Clearance Center,Inc.,222 Rosewood Drive,Danvers,MA 01923,[phone],
fax [phone],or on the web at www.copyright.com.Requests to the Publisher for
permission should be addressed to the Permissions Department,John Wiley & Sons,Inc.,
111 River Street,Hoboken,NJ 07030,[phone],fax [phone].
Limit of Liability/Disclaimer of Warranty:While the publisher and author have used their
best efforts in preparing this book,they make no representations or warranties with
respect to the accuracy or completeness of the contents of this book and specifically
disclaim any implied warranties of merchantability or fitness for a particular purpose.No
warranty may be created or extended by sales representatives or written sales materials.
The advice and strategies contained herein may not be suitable for your situation.The
publisher is not engaged in rendering professional services,and you should consult a
professional where appropriate.Neither the publisher nor author shall be liable for any loss
of profit or any other commercial damages,including but not limited to special,incidental,
consequential,or other damages.
For general information on our other products and services please contact our Customer
Care Department within the United States at [phone],outside the United States at
[phone] or fax [phone].
Wiley also publishes its books in a variety of electronic formats.Some content that appears
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products,visit our web site at www.Wiley.com.
Library of Congress Cataloging-in-Publication Data:
Hogan,Kevin.
The science of influence:how to get anyone to say “yes”in 8 minutes or less! / Kevin
Hogan.
p. cm.
Includes bibliographical references.
ISBN 0-471-67051-0
1. Success in business. 2. Influence (Psychology) 3. Persuasion (Psychology)
I. Title.
HF5386.H654 2004
153.8'52—dc22
2004007667
Printed in the United States of America.
10 9 8 7 6 5 4 3 2 1
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For Jessica and Mark Hogan
The kids every parent asked for
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Contents
About the Author ix
Preface xi
1 Influencing Others to Change 1
2 The First Four Seconds 15
3 The Delta Model of Influence 31
4 Credibility:The Pivot Point of Persuasion 57
5 The New Principles of Influence 67
6 Introduction to Omega Strategies 83
7 Framing Principles,Persuasion Techniques,and
Influential Strategies 107
8 Applying the Laws of Influence 133
9 The Influential Secret of Oscillation 159
10 Mind Reading:How to Know What They Are Thinking 169
11 I’ll Think About It 175
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viii Contents
12 How Their Brain Buys ...You! 213
Bibliography 225
Index 233
Need a Speaker? 241
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About the Author
Kevin Hogan is the author of 11 books,including the international best
seller The Psychology of Persuasion: How to Persuade Others to Your Way of
Thinking,as well as Irresistible Attraction:Secrets of Personal Magnetism.
He has acted as a body language expert to Cosmopolitan,Selling Power,
Woman’s World,First for Women,In Touch,Star,Mademoiselle,Playboy,Success!,
the New York Post,the Los Angeles Times,and many other publications.
Truly dynamic and motivational speakers are rare.Kevin has more en-
ergy than the bunny with the drum. He leaves audiences all around the
globe with skills and information they never thought they would have.
Motivational and inspirational only begin to describe Kevin in person.
When companies need a deal closed,Kevin is often the person they call in
to make the deal happen today.He has integrity,honesty,heart,and one of
the most influential minds on the planet for you and your company.
Kevin holds a doctorate in psychology.His undergraduate degree was
in speech communications.
Living in poverty much of his childhood,Kevin learned to sell to earn
money early in life. He worked hard to take care of his family of four
brothers and sisters with his Mom after Dad left.
Today Kevin is single and the truly proud father of two amazing chil-
dren,one a teenager ...and you wonder why he stays on top of the latest
in influence and persuasion?
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