- Paperback: 300 pages
- Publisher: Lakin Associates (April 24 2012)
- Language: English
- ISBN-10: 0967916240
- ISBN-13: 978-0967916248
- Product Dimensions: 15.2 x 1.7 x 22.9 cm
- Shipping Weight: 517 g
- Average Customer Review: 4 customer reviews
- Amazon Bestsellers Rank: #12,381 in Books (See Top 100 in Books)
The Unfair Advantage: Sell with NLP!: Revised Edition Paperback – Apr 24 2012
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From the Author
This book is unique in its emphasis on proven practical techniques. It is not a "motivation" book, because successful sales results is all the motivation you need. The Unfair Advantage began when a client told me they wanted to avoid "coming in second", as they described it. Over a fifteen year period, the program grew into the content you will see in this book. Don't buy this book looking for easy answers. It still takes practice. But everything in The Unfair Advantage works and can work for you. --This text refers to an out of print or unavailable edition of this title.
About the Author
Dr. Duane Lakin is a psychologist and business consultant. A graduate of the University of Minnesota, Duane has over thirty years of experience serving business leaders as an industrial psychologist dedicated to helping people and businesses be more effective. In talking with sales and marketing people from many industries, he realized that the skills used to gain rapport and influence people in the practice of applied psychology are very similar to those skills needed to sell yourself and be persuasive in business. As a result, he has concentrated on teaching skills for selling yourself, your ideas, and your products, including the practical applications of NLP (neurolinguistic programming). Since the mid-1980’s, he has been looking at ways to make NLP useful to sales people. Sales representatives have told him clearly that they are not interested in touchy-feely theories or complex analytical approaches to selling. At the same time, he has discovered that few sales people are trained to sell themselves and how to use language to increase their effectiveness. Not surprisingly, he has seen remarkable sales increases resulting from brief training in the art and skill of selling YOU. His workshop, "The Unfair Advantage—Sell with NLP!", has been seen by representatives of over 750 companies in the U.S., U.K., Russia, Hungary, Italy, and Canada. He has trained managers from companies such as Xerox, PacBell, Andersen Consulting, American General, Cable and Wireless, Hewlett Packard, GE, and many others. He has written or contributed to articles in "Selling Power", "HR Magazine", "Production and Inventory Management", and "Sales and Marketing Excellence". He is a recipient of the “TEC 200” and “Vistage 100 Achievement Award” designations for outstanding resource speakers to TEC (now called Vistage). His book (based on the workshop) has been translated and published in English, Romanian, Polish and Spanish languages. An audio version of the original edition of the book and a DVD of a live workshop are available. New online lessons can be seen at www.SellWithNLP.com.
Top Customer Reviews
Let's assume your mind is made up of different parts like the roles each of us enact during the day: a woman can at the same time be a wife, mother, daughter, sister, coworker, secretary, cook and so on. Can you see where I am going? For each of these roles, we allow certain facets of our personality to come forward and suppress the others. For example, a cook does not necessarily have to know where the Xerox machine is. Therefore, in the mind, folks talk to themselves in different voices or attitudes depending on which role or part is conscious. This is normal and healthy.
In addition, you have parts with which you are pleased and other parts you would like to enhance. The goal of NLP is to teach you how to improve your internal talk to get all your parts synchronized and working together.
NLP has branched into many fields from success mastery in overcoming negative patterns to the practical applications for sales and marketing. Today's customer has massive control with access to more information than can possibly be processed. The message you send to make a distinction for your product or to make you stand out as a special person must be personal, adaptable, appealing and intended for the one rather than the many. As Paul Lakin declares: "The 'Unfair Advantage' is the ability to sell YOU."
Being familiar with NLP, I bought a copy to help me with my work in a non-profit fundraising organization. Like others who must deal with folks on the telephone, you must capture the prospect's attention within the first few seconds. You must be able to say something that will put the prospect off guard just long enough for you to begin your case.
Remember, that the voice must do everything. You cannot see body signs or a bored look. What to do? Listen to the verbs. The object of Lakin's book is to teach you how to recognize the language preference revealed by the action words (verbs) you tend to choose at any given time. These relate to our five senses: visual (sight), auditory (hearing), kinesthetic (feeling), olfactory (smell), and gustatory (taste). The following examples are from the book:
Visual? "I see your point."
Auditory: "I hear the problem and would like to say something about it."
Kinesthetic: "I don't have a good feel for that yet."
Olfactory: "Something smells here."
Gustatory: "That is sweet."
Since Western speakers seldom use the last two categories, the lessons hone in on the visual, auditory, and kinesthetic.
Without making this too lengthy, if you are in contact with the person you are selling, you can identify their sensory inclination by watching their eyes and the direction they look.
This volume is a priceless treasure and I rate it five stars for the ease in which they have taught me to be a success.
Most Helpful Customer Reviews on Amazon.com
Yet when you start to deal with the big players and big deals, sounding genuine and authentic is the *only* thing that works. All top sales professionals and wheeler-dealers know this.
Duane Lakin has come up with the first training and language system I have seen that will improve your effectiveness selling to anyone. I know because I've used his techniques with large-dollar sales and seen my results improve. I've also reviewed all the other sales trainers who use NLP as part of their method. Some are very good, but no one comes close to Duane in terms of a transparent, deceptively simple set of methods you can quickly learn and use.
One thing that's great about his book is he also shows you how to apply NLP to telemarketing and writing sales copy. I don't know of anyone else who's done that.
A lot of people interested in sales and NLP think something has to be flashy, complex and technically overwhelming to be any good. As someone who makes his living because of the results he gets, I can tell you that just the opposite is true. Fortunately, this book contains what you need to get better results and still come across like a human being. That's rare and extraordinarily valuable.
One thing I would request the author is to reduce repetition of advices. The book is sometimes a drag to read as the same points are advised over and over again. Otherwise, this is a fantastic book! Don't read it just once. Refer the book whenever necessary. Cheers.