THE DIRTY TRICKS OF: INFLUENCE

Selling is not a conversation. It is a contest, and someone always walks away with more than the other person. This book is about making sure that person is you. It covers the full cycle of influence, from the moment someone walks through the door to the moment they come back and spend more. It does not deal in theory or motivation. It deals in method.

The book is built in five parts. The first part teaches you how to read a person before they have said anything useful. You will learn to spot what drives them, what scares them, and what they are actually willing to pay for. The second part covers how to control a conversation so that the other person thinks they are making free choices while you are quietly setting every condition. The third part goes into pain, how to find it, how to build it, and how to use it to move people off the fence. The fourth part is the close, not as a soft request but as a managed direction toward yes. The fifth part handles what comes after the sale, cutting off regret, pulling referrals, planting the next need, and setting up a bigger transaction down the road.

Two things drive every buying decision a person makes. Fear of losing something or hunger for gaining something. Every chapter in this book connects back to one of those two forces. Learn to identify which one is running the person in front of you, and you will rarely need to push hard twice.