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

294 Pages·2010·1.04 MB·English

by  Hogan Kevin

ffirs.qxd 9/13/04 5:59 PM Page i “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
OF INFLUENCE
How to Get Anyone to Say “Yes” in 8
Minutes or Less!
Kevin Hogan
John Wiley & Sons, Inc.
ffirs.qxd 9/13/04 5:59 PM Page iv 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 Copyright Act, without either the prior written
permission of the Publisher, or 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 in print may not be available in electronic books. For more
information about Wiley 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.
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ffirs.qxd 9/13/04 5:59 PM Page v For Jessica and Mark Hogan The kids every
parent asked for
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ftoc.qxd 9/13/04 5:59 PM Page vii 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
vii

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Contents
12 How Their Brain Buys . . .You!
213
Bibliography
225
Index
233
Need a Speaker?
241

fbetw.qxd 9/13/04 6:00 PM Page ix 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 energy 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 children, one a
teenager . . . and you wonder why he stays on top of the latest in influence and
persuasion?
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