How to Hear YES More Often: Harnessing the Power of Influence and Ethical Persuasion in Business

How to Hear YES More Often

FRONT MATTER

Title

Copyright

About the Authors

Introduction

Main Content

About The Author: Patrick van der Burght

Chapter 1: Frustrated Sales Pro Turns into Scientifically-Charged Competitor

About The Author: Leopold Ajami

Chapter 2: Give Them A Piece Of You

About The Author: John Doorbar

Chapter 3: Twelve Secrets to Boost Your Presenting Results

About the Author: James Rose

Chapter 4: Sell without Selling: The Power of Words on Customer Decisions

About The Author: Martin John

Chapter 5: The Persuasion Edge: Influence in Procurement and Purchasing

About The Author: Mark Brown

Chapter 6: Winning minds, shifting views: How to overcome defensive decision making

About the Author: Pilar Bringas

Chapter 7: The Macedonian maestro: Alexander the Great and the symphony of human behavior

About The Author: Isto Felin

Chapter 8: The TIMBR Effect: Tiny Tweaks, Mighty Results in Business

Epilogue

Guide

Cover

toc

Title

Copyright

By Patrick van der Burght, Leopold Ajami, John Doorbar, James Rose, Martin John, Mark Brown, Pilar Bringas, Isto Felin

© Copyright 2024

All rights reserved.

Book Layout ©2024

Published by:

Evolve Global Publishing 

www.EvolveGlobalPublishing.com 

No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without written permission from the authors, except for the inclusion of brief quotations in a review.

Limit of Liability Disclaimer: The information contained in this book is for information purposes only, and may not apply to your situation. The authors, publisher, distributor, and provider provide no warranty about the content or accuracy of the content enclosed. The information provided is subjective. Keep this in mind when reviewing this guide. Neither the Publisher nor the Author shall be liable for any loss of profit or any other commercial damages resulting from the use of this guide. All links are for information purposes only and are not warranted for content, accuracy, or any other implied or explicit purpose.

Earnings Disclaimer: All income examples in this book are examples. They are not intended to represent or guarantee that everyone will achieve the same results. You understand that each individual’s success will be determined by his or her desire, dedication, background, effort, and motivation to work. There is no guarantee you will duplicate any of the results stated here. You recognise any business endeavours have inherent risk or loss of capital.

How to Hear YES More Often: Harnessing the Power of Influence and Ethical Persuasion in Business

1st Edition. 2024

ASIN:  (Amazon Kindle)

ISBN: 978-1-923223-21-9 (eBook)

ISBN: 978-1-923223-22-6 (Amazon Paperback)

ISBN: 978-1-923223-23-3 (Amazon Hardcover)

ISBN: 978-1-923223-24-0 (Ingram Spark) PAPERBACK

ISBN: 978-1-923223-25-7 (Ingram Spark) HARDCOVER

ISBN: 978-1-923223-21-9 (Smashwords)

Contract the Authors:

Reach out to the authors via www.yesmoreoften.com

TRADEMARKS

All product names, logos, and brands are the property of their respective owners. All company, product, and service names used in this book are for identification purposes only. Using these names, logos, and brands does not imply endorsement. All other trademarks cited herein are the property of their respective owners.

About the Authors

Patrick van der Burght

Cialdini Certified Coach in Ethical Persuasion, Speaker, Entrepreneur

Leopold Ajami

Cialdini Certified Coach in Ethical Persuasion, Speaker, Trainer, and Certified Public Speaking and Thought Leadership Coach

John Doorbar

Cialdini Certified Coach in Ethical Persuasion

James Rose

Cialdini Certified Coach in Ethical Persuasion – Trainer, Speaker and Business Coach

Martin John

Cialdini Certified Coach in Ethical Persuasion, Procurement Expert, Trainer, Coach

Mark Brown

Cialdini Certified Coach in Ethical Persuasion, Behavioural Science Expert, Coach and CEO

Pilar Bringas

Cialdini Certified Coach in Ethical Persuasion

Isto Felin

Cialdini Certified Coach in Ethical Persuasion, Strategic Renewal Consultant

Introduction

Like you, we wanted to gain insights and experience in applying the principles of influence as well as to excel in our communication and influencing skills and to do this without compromising our integrity. All the authors in this book are excited to help you better understand how to look for and ethically implement the principles of persuasion in a wide range of situations.

The original principles were set out by Dr. Robert Cialdini in his book INFLUENCE: The Psychology of Persuasion, which are:

Reciprocity

People tend to feel obliged to return the behaviour they receive.

Liking

People are more likely to be persuaded by those they like.

Unity

People are more influenced by those who share a common identity or group.

Social Proof

People look to others' actions to guide some of their choices.

Authority

People tend to follow the lead of credible, knowledgeable experts.

Consistency

People want to act consistently with their commitments and values.

Scarcity

People value things more when they are less available.

The principles of persuasion are universal, not industry or situation-specific. This is because we're dealing with human behaviour. Once you can see how someone successfully used a principle in one context, you will be able to 'transfer' it and put it to work in your own situation. Keep that in mind as you look through the following chapters. It is not about the particular context. It is about identifying how the principles work and recognising how to confidently activate them in your own influence challenges.

Let us give you an overview of what to expect in each chapter.

In chapter one, Patrick van der Burght starts us on a journey, reflecting on one of his first complete persuasion analyses of what seemed to be a dire situation when he took on the representation of a brand that had severely damaged its reputation the year before. He went from being laughed at by retailers at mentioning the brand name, to being market leader in 18 months. How did he analyse the situation and put the principles to work?

In chapter two, Leopold Ajami introduces the ‘P.W.R.’ Piece of Influence. This unique framework integrates Public Speaking, Thought Leadership, and Ethical Persuasion. It will help you develop a 'Powerline' for message precision and authority, a 'Worldview' for unique indispensability, and 'Reflection' to find your treasure in the trivial. This powerful framework is the missing piece you need to turn your voice into your most influential tool.

In chapter three, John Doorbar reveals how you can use the 7 principles of influence to dramatically boost your results when you present. You will follow three international managers as each of them integrates one of the factors to improve their impact. You will learn 12 practical secrets to inspire change. Some people use influence to manipulate, and you will see how to recognise these unscrupulous ‘wolves’. You will then be able to easily handle any ‘wolves’ in sheep’s clothing.

In chapter four, James Rose talks you through a series of examples of how different words can significantly impact your success and help you hear ‘yes’ more often. With the right words, you can shape people’s perceptions, alter their emotions and (ethically) influence their decision-making in your favour. Once you’ve read this chapter, you'll never enter into a business conversation the same way again!

In chapter five, Martin John brings to life the impact that using the principles of ethical persuasion had in his world of Procurement and Purchasing. In four practical and relatable examples that anyone can use, read how, despite challenging circumstances, his results were transformed thanks to pre-suasion and the principles of liking, reciprocity, consistency and social proof. You'll discover that persuasion isn’t just for Salespeople. Buyers will benefit from knowing these techniques, too.

In chapter six, Mark Brown delves into the labyrinth of decision-making within organisations. Drawn from Mark’s personal experiences in a banking environment, he unveils the hidden challenges of altering established practices and overcoming resistance. It shines a light on the often-overlooked influences of cognitive biases and subconscious drivers on our decisions. This is a guide to navigating these complexities and improving decision-making processes. A must-read for those seeking to tackle the intricacies of organisational decision-making.

In chapter seven, following the example of Alexander the Great, the greatest leader of Ancient History, and his relationship with Aristotle, the towering philosopher of ancient Greece, Pilar Bringas explains the application of the science of human behaviour. Understanding and applying behavioural science has become the key instrument for business success, the best tool to navigate these times of fragility, anxiety and uncertainty.

In chapter eight, Isto Felin helps you discover the TIMBR effect – Tiny Influence for Mighty Business Results – a powerful approach to ethical persuasion in business. Through engaging stories and real-world examples, you'll learn how subtle applications of influence principles can drive remarkable outcomes and growth. You will also learn to connect persuasion principles to your motivations on what you want to achieve. With the help of the TIMBR effect, you can compose your own business success story.

As a suggestion, you could highlight or mark the insights that inspired you with sticky notes, and then use them as a reference guide as you revisit the book.

You will find this book an inspiration for exploring and implementing the principles of influence and persuasion. When you are ready to