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| The Anatomy of Persuasion by Norbert Aubuchon | ||
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Inside View
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You may not have come across this title in the UK. Its American author is well known for a sales training course that goes by the same name as the book. Reading Robert Cialdini’s ‘Influence, the Science and Practice’, that I reviewed in the last issue of Inside View, prompted me to look at similar titles in my library. If Cialdini’s work is too academic for your development needs, try ‘The Anatomy of Persuasion’. While Cialdini examines influence for its own sake, Aubuchon explains principles of persuasion from the purely practical standpoint of needing to make things happen. He created material for the course after retiring from an outstanding sales and marketing career at Dupont. Building on the success of the course, he wrote the book. Like the course, it is carefully structured and easy to learn from. If you are new to the oldest profession, this book will clear the fog and provide you with sound methods to help take more control of the sales process. People in other roles will also find the book useful. IT professionals have to sell management on the need to upgrade software and hardware. Engineers have a constant need to obtain approval for design changes. Current day Managers must persuade rather than give orders. Aubuchon gives many examples from people who attend his courses. When asked why he needed to become more persuasive an R&D Manager said, “A competitor recently introduced a product that we developed five years ago and couldn’t sell to management.” Unusually the introduction contains a one-paragraph synopsis of each chapter, allowing readers to quickly zone in on ideas that will be most useful to them. Although chapters can be read in isolation, each one provides a piece of the picture and integrates with the others to offer a comprehensive, step by step guide to persuasion. Several case studies provide an opportunity to test ones understanding. You fill in a planning form to indicate how you would set about achieving a persuasion objective. Then you compare your answers with those used to achieve the result. Other exercises offer the opportunity to identify the shortcomings of example proposals and letters. The Anatomy of Persuasion’ is an excellent book for new sales people. It provides a carefully constructed and clearly explained foundation that will start sales people in the right direction. Those with more experience will find ideas in this book to help improve consistency. ISBN 0-8144-7952- 9 |
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