| Summary: | At last, cutting-edge advice from two leading figures in the field of sales psychology! Kevin Hogan and William Horton not only reveal what compels people to buy, but also explain exactly how to tap into those desires. Using the authors' ten laws of selling, based on Hogan's nine laws of persuasion, a well-prepared salesperson can virtually guarantee a successful sale, every time. Other important lessons covered in this book include using calibration to really understand the customer's needs, installing "anchors" to inspire a customer's desire to buy, and 150 words that can change customers' minds. Together, all these tools create a brand new twenty-first-century selling model, clearly and completely explained for anyone seeking sales success. As expert Jeffrey Gitomer writes in his foreword, "Don't read this book once. Read it at least twice."
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