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Jingdong book

说服你其实很简单：从NO到YES的心理营销战术

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Jingdong book

说服你其实很简单：从NO到YES的心理营销战术

Name: 说服你其实很简单：从NO到YES的心理营销战术
Brand: Jingdong book
SKU: 3102009761
Price: 26.07 USD
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隐秘提问法、故事黄金法、催眠语言模式……《说服你其实很简单：从NO到YES的心理营销战术》中，说服大师凯文？霍根告诉你：说服不仅是一项必备的生存技能，而且是达成目标的最佳途径;说服的最高境界就是要运用“隐秘说服词汇”和“催眠语言模式”，在不知不觉间攻入他人内心，从而让对方满心欢喜地接受你的观点、意见、提议以及任何请求。凭借自己深厚的学术背景和丰富的实践经验，作者凯文将教会你如何打破刻板的印象，消除说服对象的戒备和抗拒心理。不管对象是谁：熟人、生人、顾客、生意伙伴、上级、下级……《说服你其实很简单：从NO到YES的心理营销战术》都让你神不知鬼不觉地说服对方，乖乖地为你的想法“买单”。

Author Description

凯文·霍根（Kevin Hogan），心理学博士、美国著名公共演说家、美国最具影响力的说服大师。美国最著名的说服心理学和人际沟通学专家。从事销售和人际沟通研究26年来，经常在CNN、福克斯、BBC等新闻栏目中传授技巧。多年来，凯文同时为政界领袖和世界500强企业做过大量咨询与演讲，如波兰政府领导、波音公司、微软、星巴克、3M等。凯文写作了19本沟通、营销和心理学方面的畅销书，广受各国读者追捧。
詹姆斯·斯皮克曼（JamesSpeakman），职业演说家，培训师，peakman&AssociatesLLC公司总裁。该公司的主要业务是与推销员和其他人共同分享说服经验。

Comments

“说服”二字涵盖了完整的个人营销真义，即更关注受众发自内心的回应。本书让我们看到，人与人之间的沟通不只是“缘分”形容的那么简单和消极，它背后有着基于心理分析和洞察营销的强大逻辑。希望通过阅读《说服你其实很简单》这本书。每个人都能成为沟通大师和营销大师。
——知名营销专家、《南方企业家》杂志社总策划和主编段传敏

“作为人力资源从业者，职业使然要求我们须谙熟针对不同类型人的说服策略，要掌握洞悉人心、影响他人的说服方法。本书可以帮助我们清晰了解人性，培养敏锐观察力，追溯说服艺术之源，快速领悟说服技巧，从而走向成功之路。”
——联想电脑全球供应链人力资源总监李玮

《说服你其实很简单》是一个思想宝库，你可以在任何销售情景中使用这些珍宝，别人的“不”几乎立即就会被扭转为“好”。
——全球最负盛名的成功销售策略大师博恩·崔西

“霍根是一位说服大师。我觉得你应该赶快说服自己买下达本书，并且买下他所写的和记录的任何东西。这会帮助你理解自己、理解别人，并且取得成功，你绝对会受益匪浅。”
——超级畅销书《销售圣经》作者杰弗里·吉特默

Catalogue

致中国读者
专家推荐
权威推荐
前言
第1章一切从心开始
“隐秘的”事情通常被隐瞒或者藏匿于一般视野之外。洞悉顾客当前的信念和态度,你才能说服他们。
说服有违道德吗
诱导提问
使出分心术
8个步骤助你说服成功

第2章拿什么让他点头
有些时候,说“不”只是一个即时反应,并没有什么意义。人们也不知道他们为什么要说“不”。
他为什么说“不”
欧米伽战略
让他向成见说拜拜
放干蓄水池的水

第3章牵着他的鼻子走
别给顾客留时间考虑“落选情结”或“占有欲望”。否则他们就会产生失落感,对购买行为犹豫不决。
落选情节
请他吃顿免费午餐
编写行为剧本
他被偶然撞了一下腰
锁定他的想法
不可思议的人类行为
白纸黑字写下来

第4章隐秘说服掠影
只要你稍微尝试一下,就会发现这55 个隐秘说服策略在不同的商业场合是多么有价值。
55 个隐秘说服策略
巩固说服战果

第5章具有魔力的词汇表
仔细留意人们描述生活经历时所使用的词汇,这些词语影响着他们当时的感受,然后列一张最有说服力的词汇清单。
不同的词汇,不一样的感受
自我评估测验

第6章聚焦你的目标
当你树立起专注结果的意向,并将它内化为强大的力量时,你达到预期目标的成功率便会成倍增长。
专注于结果
幸运不会从天而降
……

第7章我的故事,你想听吗
第8章精心设计你的问题
第9章情感秘密出动
第10章你不了解的人性
第11章最后的叮嘱
附录1 隐秘说服工作表
附录2 隐秘说服词汇表
附录3 隐秘说服问题清单
附录4 催眠语言模式清单
致谢

Book Abstract

他为什么说“不”人们往往出于一些即时的反应而说出“不”字。然而，他们话一出口就会后悔，大约90%的“不”都是这样说出来的。
现在就请你注意了。说“不”只是一个即时反应，并没有什么意义。
人们也不知道他们为什么要说“不”，不知道自己为何这样做。人们的行为有时完全不受大脑控制……直到隐秘说服力专家出现。
假设你正在享受一个热水浴，突然间水变冷了。你急得团团转，把水温调了又调，但是水还是没有热起来。也许这个房子里有其他人在用热水！想到这里，你立刻把开关关上了。这个持续了20分钟的热水浴就这样被搅坏了。半年以后你仍然记得这段小插曲，有些人简直太无礼了，让人不可思议，那次沐浴糟糕透顶。对于之前舒适放松的20分钟，你已经完全没有印象了。
第2天，你又洗了一个澡，这次只花了5分钟，但感觉棒极了。水很暖和，非常舒服。可是，你害怕一会儿又有人要用热水，所以洗得非常快。
不过尽管时间很短，但很舒服。过了几天，你再回想起来，仍然觉得这是一次非常愉快的沐浴。
任何人之间的关系都有好坏起落，但大多数时候处于中间状态。比如你把大部分时间都用在工作和做家务上面，几乎很少考虑和爱人的关系。
然后你们两个进入了关系恶化阶段，开始斗嘴甚至打架。哦，这简直糟糕透了！是时候建立一个崭新的关系了。但你没能成功，争吵反而升级了。
早就知道会是这样！于是在接下来的日子里，你会不停地跟别人说：“简直难以置信，自己竟然在这种关系中生活了25年！”为了学会影响别人，你首先要弄明白人们是如何作决定的，他们怎样回忆过去以及如何看待未来。许多人都忽略这个，正因为如此，对大多数人来说劝服别人就好像“买彩票”一样是在碰运气。
从上面的例子可以看出：人们总是能够记住一些极端的体验，尤其是那些特别不好的经历。
当你向顾客询问竞争对手的情况时，一定要极力引导他们回想一些非常不好的经历（如果他对你的竞争对手完全满意的话，就不会来见你了）。
如果需要改变顾客的想法，就让他告诉你他的极端体验，比如买到称心如意的产品的经历。
他一定记得事情的结局。
人们对于未来并没有清晰的认识。他甚至不知道如果自己真正期待的事情发生了，会是什么样的感觉。人们对不明确的未来会产生一种恐惧。
前途扑朔迷离，让人心慌意乱，所以还是“不”了……直到你带他安全地走出那种困境。
你会发现在交流、劝说，还有你的工作和人际关系中，记住以上几点非常重要。事实上，这也许是你获得的最重要的信息。
你是否有过这样的经历，当你和一个人聊天的时候，他对你说：“你怎么提起这个呢？”“我没说啊！”“你说了，我听到了。”“我没有！”后来，当单独跟别人聊天或者在写日记时，提起那天晚上，你们都会将对方说成白痴或没脑子的笨蛋。
很显然，你们两个当中一定有一个错了，但是你们都一口咬定自己是正确的。要想弄个水落石出基本不可能，这是记忆带来的问题。人的大脑会无中生有地编造一些事情来填充记忆的空白点。每个人都曾有过这样的经历，认为自己听到或看到了一些实际上并没有听到看到的事情。然而你却不能容忍别人也有自己的感受，即使他们当时也在那里（在场每个人的记忆都可能不同）。
……

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