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Irresistible Persuasion: The Secret Way To Get to Yes Every Time

Book Description

"Geoff Burch is the master of persuasion"

Allan Pease, International bestselling author of Why Men Don't Listen and Women Can't Read Maps

This book will change your life. (Is that persuasive enough?)

Getting what you want isn't easy. Why? Because most of us have no clear idea what we're looking for a lot of the time. The key to being brilliantly persuasive and influential is knowing exactly what you want before you set out to get it. Irresistible Persuasion presents a process that you can apply to any situation; you choose your starting point and your goal, then just join the dots. It's the only way to make success completely inevitable.

Irresistible Persuasion shows you how to entice people to your point of view, how to overcome resistance, how a bit of showbiz can go a long way and why you should always consider the other person when you're negotiating. It's packed with new persuasion and influencing techniques as well as many powerful traditional methods.

Geoff Burch is the presenter of BBC TV's All Over the Shop. When he's helped you decide what you want, he'll show you the irresistible way to get it. You won't just get more customers, you'll get more profitable customers.

Table of Contents

  1. Copyright
  2. ACKNOWLEDGEMENTS
  3. INTRODUCTION: LET'S START AT THE VERY BEGINNING
  4. I. PLANNING YOUR JOURNEY TO SUCCESSFUL PERSUASION
    1. 1. GET THE MAP OUT
      1. 1.1. Do You Know Where You are Going?
      2. 1.2. A Wasted Opportunity
      3. 1.3. No Second Chances
      4. 1.4. What are You Going to Ask for?
      5. 1.5. Can You Read The Queen's Mind?
      6. 1.6. If You Want to Know What Someone's Answer is Going to be, Ask Them The Question. There is No Other Way.
    2. 2. THE JOURNEY BEGINS
      1. 2.1. A Map of The Real World
        1. 2.1.1. The Ferrari Map
      2. 2.2. Worse Things Happen at Sea
      3. 2.3. Are You Qualified?
      4. 2.4. Get The Right Equipment
      5. 2.5. To Win The Acme Insurance Cleaning Contract What Should We Ask?
  5. II. THE JOURNEY
    1. 3. MONEY GROWS ON TREES
      1. 3.1. Too Good to be True?
      2. 3.2. Trust Me!
      3. 3.3. It's Magic
      4. 3.4. Lucky in Love
      5. 3.5. Don't Make It Hard on Yourself
      6. 3.6. The Risk Factor
      7. 3.7. An Offer You Can't Refuse
      8. 3.8. How Can This Story Help Us?
    2. 4. I DIDN'T EXPECT THAT
      1. 4.1. Things Can Only Get Better
      2. 4.2. I Can See The Future
      3. 4.3. A Happy Pig is a Dead Pig
      4. 4.4. Jam Tomorrow
      5. 4.5. The Conman's Handbook
      6. 4.6. The Devil Knows Best
      7. 4.7. Promises, Promises
      8. 4.8. Jam Tomorrow – or Trouble Tomorrow?
    3. 5. BORN TO BE BAD?
      1. 5.1. Building His Vision
      2. 5.2. Harness His Enthusiasm
      3. 5.3. Yes, I Believe
      4. 5.4. Timeout
      5. 5.5. Stating The Bleedin' Obvious
      6. 5.6. Passion Fruit
      7. 5.7. Choose Your Attitude
      8. 5.8. First Day at Work
      9. 5.9. Kevin Goes to Zurich
      10. 5.10. The Dirty Dog
      11. 5.11. Play Nicely, Now!
      12. 5.12. Behaviour That Changes Behaviour
      13. 5.13. Make 'Em Smile, Make 'Em Smile
    4. 6. VERY INTERESTED
      1. 6.1. V.Int
      2. 6.2. The Time-Waster's Guide
      3. 6.3. Nice People Don't Buy
      4. 6.4. You Can't Judge a Book by Looking at Its Cover
      5. 6.5. The Chimp and The Mercedes
      6. 6.6. Everyone is Important
      7. 6.7. Don't Let The Librarian Waste your Time
    5. 7. THE TOUGH OLD MONSTERS OF SALES
      1. 7.1. A Tough Old Game
      2. 7.2. They Had Never Sold Anything in their Lives
      3. 7.3. Extinct?
      4. 7.4. Selling Quality
      5. 7.5. A Head of Steam
      6. 7.6. In The Steps of The Master
      7. 7.7. It's Only Words
      8. 7.8. The Magic Formula
      9. 7.9. No Objections
    6. 8. WHEN I'M CALLING YOU
      1. 8.1. Johnny Kaminski
      2. 8.2. Johnny Under The Microscope
      3. 8.3. Pushy But Proud
      4. 8.4. It Beggars Belief
      5. 8.5. Keep It Simple, Stupid!
      6. 8.6. Stick to The Script
      7. 8.7. Full Steam Ahead
      8. 8.8. If It Works, Repeat It, for Repeated Success!
      9. 8.9. Hot Leads
      10. 8.10. The Confidence Trick
      11. 8.11. The Power of The Phone
        1. 8.11.1. Explanation
        2. 8.11.2. Ear to Ear – You Can't Get Face-to-Face on The Telephone
        3. 8.11.3. A Different Way
    7. 9. NOW YOU'RE ASKING
      1. 9.1. You Only Had to Ask
        1. 9.1.1. Guided by Vultures
      2. 9.2. The Prizes That Questions Can bring
      3. 9.3. It's a Status Thing
      4. 9.4. Games People Play
      5. 9.5. Ask The Way
      6. 9.6. A Night of Passion with Chummy
      7. 9.7. Shallow
      8. 9.8. Ask a Local
    8. 10. THE CUNNING PLAN
      1. 10.1. A Drama in Three Acts
        1. 10.1.1. Players
    9. 11. A.I.D.A. OLD BUT STILL LOVELY
      1. 11.1. Pay Attention
      2. 11.2. Child's Play
      3. 11.3. Any Outcome, a Happy One
      4. 11.4. They Knew What They were Doing
      5. 11.5. Knockers
      6. 11.6. Objects of Desire
        1. 11.6.1. FBI Agent
        2. 11.6.2. It's Easy to Assume
      7. 11.7. Action Plan
      8. 11.8. Get "No" and I'll Pay You
    10. 12. SHOWBUSINESS
      1. 12.1. A Proper Hairdresser
      2. 12.2. Come on Baby, Light My Fire
      3. 12.3. Rock and Roll
      4. 12.4. Apart from That, Mrs Lincoln, How was The Play?
      5. 12.5. Take a Load off Me
      6. 12.6. Let The Sunshine in
      7. 12.7. Selling a Negative
      8. 12.8. It's Nice to be Nice
      9. 12.9. Oh, Doctor, I'm in Trouble
      10. 12.10. Does That Hurt?
  6. III. ARE WE THERE YET?
    1. 13. RESISTANCE IS FUTILE
      1. 13.1. Come with Me to The Kasbah
      2. 13.2. Look for The Clues
      3. 13.3. If Only
      4. 13.4. A Condition of Purchase
      5. 13.5. Objection, Your Honour
      6. 13.6. Work with Me Here
      7. 13.7. Get in First
        1. 13.7.1. What Do You Mean, Too Expensive?
        2. 13.7.2. They Know It is Dangerous
        3. 13.7.3. The Words That We Choose
    2. 14. THE PRESSURE GAME
      1. 14.1. Check Before Closing
        1. 14.1.1. Silence is Golden
        2. 14.1.2. Choices, Choices
        3. 14.1.3. A Prickly Customer
        4. 14.1.4. How Much is That Doggy in The window
      2. 14.2. Bringing Home The Bacon
        1. 14.2.1. A Loving Relationship
      3. 14.3. I Rest My Case, M'lud
    3. 15. BIG DECISIONS
      1. 15.1.
        1. 15.1.1. I Know Where I am Going
      2. 15.2. Major or Minor?
      3. 15.3. No Decision, No Blame
      4. 15.4. Exposed
      5. 15.5. All Change
      6. 15.6. Dissatisfaction Guaranteed
      7. 15.7. Living in The Past
      8. 15.8. Down to Brass Tacks
      9. 15.9. The Problems are Growing
      10. 15.10. It's Never as Easy as It Seems
      11. 15.11. They'll Beat a Path to Your Door
      12. 15.12. The Sword Swallower's Dilemma
    4. 16. MEASURING SUCCESS
      1. 16.1. I Can See My House from Here
      2. 16.2. I Think I'd Describe That as a Failure
      3. 16.3. Out of Control
      4. 16.4. Don't Upset The Tea Lady
      5. 16.5. Its All in The Presentation
        1. 16.5.1. Step 1
        2. 16.5.2. Step 2
        3. 16.5.3. Step 3
      6. 16.6. More Than a Bit Concerned
      7. 16.7. Planning an Ambush
    5. 17. IT'S A REAL BARGAIN
      1. 17.1. Cheap at Half The Price
      2. 17.2. Call Their Bluff
      3. 17.3. Skilful Bargaining
      4. 17.4. The Win–Win Cliché
        1. 17.4.1. Playing The Game
        2. 17.4.2. Prepared for Trouble
        3. 17.4.3. The Truth Always Hurts
        4. 17.4.4. Where Do They Stand?
        5. 17.4.5. Hidden Signals
    6. 18. EVERYTHING'S NEGOTIABLE
      1. 18.1.
        1. 18.1.1. She Had Got Him Licked
        2. 18.1.2. Neither Can Have It
      2. 18.2. They Just Want to be Happy
        1. 18.2.1. Fishing with Strawberries
        2. 18.2.2. They will Believe Their Own Words
      3. 18.3. Nothing Personal
        1. 18.3.1. Feelings
      4. 18.4. War is a Serious Business
      5. 18.5. Go Looking for Trouble
      6. 18.6. Don't Get Personal
      7. 18.7. Indecent Exposure
      8. 18.8. Hidden in The Small Print
      9. 18.9. How Low will You Go?
      10. 18.10. Kill The Wabbit!
      11. 18.11. Develop Your Backstop
      12. 18.12. Let Them Blow Off Steam
      13. 18.13. Too Much Invested to Walk Away
    7. 19. PERSUASIVE MARKETING
      1. 19.1. The Vital Ingredient
      2. 19.2. Not What They Expected
      3. 19.3. Gangsters Can Do It
      4. 19.4. Let Me Twist Your Arm
      5. 19.5. The Wandering Husband
      6. 19.6. If You Caught a Customer, Would You Know What to Do with Them?
      7. 19.7. See You Next Fall
      8. 19.8. Great Expectations
  7. IV. THE PSYCHOLOGY OF PERSUASION
    1. 20. IT'S ALL IN THE MIND!
      1. 20.1. We have Ways of Making You Believe
      2. 20.2. Vive La Difference
      3. 20.3. Preserve Their Pride
      4. 20.4. Ideas Above Their Station
        1. 20.4.1. Biological Needs
        2. 20.4.2. Sex
        3. 20.4.3. Dependency
        4. 20.4.4. Affiliation
        5. 20.4.5. Dominance
        6. 20.4.6. Aggression
        7. 20.4.7. Your Behaviour will Change Their behaviour
        8. 20.4.8. Self Esteem
        9. 20.4.9. Motivation
      5. 20.5. The Body Says It All
      6. 20.6. Control Yourself!
  8. GOODBYE FOR NOW
  9. SOME INTERESTING READING
  10. ABOUT THE AUTHOR