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Praise for Persuasion the art of getting what you want "Dave has exposed the secrets of the most powerful persuaders in the world. This book is a step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade. This book makes Persuasion so easy and predictable that it may be the most dangerous Persuasion book ever written . . . especially if it ends up in the hands of your competition." —Mike Litman, CEO, Connect To Success, Inc. and coauthor of Conversations with Millionaires "Dave Lakhani tells you everything you've just got to know about Persuasion in this book. It is written provocatively, yet clearly. And it is sure to open your mind while enriching your bank account. I highly recommend it. Fasten your seatbelt when you read it. It takes you on a thrilling ride!" —Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books "Dave Lakhani understands Persuasion like few do and is able to break the process down so anyone can understand and use it. I highly recommend this book to anyone who hopes to improve their ability to sell, market, advertise, or negotiate." —Chet Holmes, Fortune 500 superstrategist and author of the Mega Marketing, Business Growth Masters, and Guerrilla Marketing Meets Karate Master sales programs "Man, talk about persuasive. Dave convinced me to read and review his book, and I don't even like the guy." —Blaine Parker, author of Million-Dollar Mortgage Radio "Too few books actually put into practice what they promote. Dave Lakhani breaks the mold with this satisfying, powerful read." —John Klymshyn, author of Move the Sale Forward
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Persuasion is the art and science of getting exactly what you want. In its highest form, you use persuasive techniques to position yourself as an expert and to help other people get what they want. Persuasion can and must be used to create win-win situations for everyone involved. This is a key distinction between manipulation and persuasion. Manipulative techniques never result in a lasting relationship, whereas those relationships（business or personal）based on the use of persuasion tools do endure.
A map of the overall persuasive process is:
“Persuasion truly is the art of getting what you want. Most of us throughout our lives have failed to reach the levels of success that we dreamed of, and not because it was not available to us. We have failed to reach those reasonable goals because we have failed to persuade those who can help us achieve them. And the biggest reason they will not help is because we have not asked them. People cannot help you achieve your dreams of success if they do not know they exist. But remember, as Zig Ziglar says, ‘You can get everything in life you want if you will just help enough other people get what they want. 'The art of persuasion is identifying what the people you are persuading want and helping them achieve it. Virtually every element of human interaction involves some level of persuasion."
The first part of the persuasion process is to position yourself and your audience. This positioning will consist of three different elements:
Develop and project your desired persona
Ensure that your audience matches your presentation abilities
Deliver your story in an engaging manner
Before you attempt to persuade anyone to do anything, stop and make sure that you have properly developed your persona first. Your persona will be the sum total of:
The way you dress and the quality of the clothing you wear
Your personal grooming standards
Your perceived status as an expert
The quality of your presentation skills
Your persona will be shining through right from the very first time you meet a person so make sure you are doing the things that will appeal to people in a positive, authoritative way. Ideally, you want the people you're speaking with to look at you as the one person who can help them solve the problem that is holding them back.
Your intentions also form an integral part of your persona. If you're attempting to manipulate the situation, people will pick up on that. The key differences between someone attempting to manipulate and someone attempting to persuade are:
■ Manipulators are inwardly focused. They attempt to generate outcomes that are good for themselves alone. Manipulators have no qualms about using time sensitivity or the potential for loss to apply pressure for a decision to be made quickly. Manipulation is always a short-term strategy only, as once these tactics have been exposed for what they are, they lose their effectiveness.
■ Persuaders, by contrast, are outwardly focused. Persuaders are attempting to create an environment that lets everyone win. In the pursuit of win-win solutions, common ground and beliefs will be explored vigorously and thoroughly. The persuasion process is based on learning what the other person needs and then identifying the best product at the best price to fill that need.
Persuaders have a positive persona because they are perceived as problem solvers. Manipulators, by contrast, have a negative persona because of the fact that they're only interested in forcing through their ideas regardless of the merits of the situation or otherwise.
In practical terms, this means spending your time trying to persuade people who can make decisions rather than those who cannot. Many unsuccessful salespeople spend long hours persuading those in the organization who are the easiest to approach and influence but who ultimately have no authority to take action. As a result, nothing ever happens.
In positioning your audience, not only do you have to ensure that you're talking to the right people, but also:
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