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

322 Pages·2010·1.85 MB·English

by  Kevin Hogan

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Praise for The Science of Influence, Second Edition
“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,
TheScienceofInfluence,willnowbeatthetopoftherequiredreadinglistfor
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,weallstruggletounlearnbadhabits,puttorestunfoundedfears,and
effectpositivechange.KevinHoganoffersusasimplebutpowerfulwayto
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!
Second Edition
Kevin Hogan
John Wiley & Sons, Inc.
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Copyright(cid:1)C 2011byKevinHogan.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
ISBN978-0-470-63418-9(paper)
ISBN978-0-470-88069-2(ebk)
ISBN978-0-470-88070-8(ebk)
ISBN978-0-470-88071-5(ebk)
PrintedintheUnitedStatesofAmerica
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
AbouttheAuthor ix
Preface x
Acknowledgments xiii
1 Influencing Others to Change 1
2 The First Four Seconds 13
3 The Delta Model of Influence 33
4 Credibility: The Pivot Point of Persuasion 57
5 The New Principles of Influence 65
6 Introduction to Omega Strategies 85
7 Framing Principles, Persuasion Techniques,
and Influential Strategies 107
8 Applying the Laws of Influence 131
9 The Influential Secret of Oscillation 157
10 Mind Reading: How to Know What They Are Thinking 167
11 I’ll Think About It 173
12 How Their Brain Buys ... You! 207
vii
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viii Contents
13 “I Will Do the Work for You”: Magic Words That
Unlock Minds 219
14 The Power of Thinking without Thinking 233
15 Influence in Sales and Marketing Online and
in the Real World 243
16 The Problem and Opportunity of Memory in Influence 259
17 Women: Influencing Women to Buy 267
Bibliography 287
Index 295
NeedaSpeaker? 305