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Successful Persuasion: I saw it on the Radio
by Gerry Borreggine
96 pages; quality trade paperback (softcover); catalogue #99-0084; ISBN 1-55212-334-0; US$16.00, C$23.00, EUR15.00, £10.40
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about the book about the author sample chapter catalogue info
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About the BookSuccessful Persuasion is for anyone who is interested in increasing their own ability to communicate persuasively. Be it the businessman in the boardroom, the preacher on the pulpit, or the mother sitting in the back row of the PTA meeting- all would benefit significantly if they could only present themselves, and their ideas, in a more convincing fashion. Successful Persuasion takes the reader through a series of lessons that are succinctly stated, yet eloquently written. The reader will be delighted with the information contained and equally entertained by the light-hearted tone and quick pace of this book. |
About the AuthorGerry Borreggine is currently the President of 40 Winks Sleep Shops, a nationally recognized chain of mattress stores, located in the Philadelphia market. Many of the communication techniques outlined in this book have been practiced and developed on the sale floor of the retail store he operates. Gerry also serves on the Board of Directors of the Better Sleep Council, a non-profit consumer information organization whose mission is to educate the public about the benefits of a good night's sleep. He is the President-Elect of the organization. Gerry, along with his wife, Regina, daughter, Kristin, and son, Kyle, make their home in the Philadelphia area. |
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Sample Chapter
PREFACE
Surely at one time or another, you've been engaged in a conversation in which you were overwhelmed, if not mesmerized, by the persuasive power of the speaker. Some people seem to have an uncanny knack for being convincingly eloquent.
If you're like most, you've probably thought, "I wish I had the ability to be convincing and powerfully persuasive."
In most cases, these persuasive people were not born with the ability to be so fluently eloquent. In many instances, the persuasive skills of the speaker have been achieved through frequent application of specific communication techniques, that have been mastered over a period of time.
This book will present you with the valuable information that will help you establish, increase, and eventually perfect your own ability to be a convincing and persuasive communicator.
Its title, I Saw It On The Radio, is a graphic illustration of how different people will communicate differently. The title was drawn from an actual conversation that I had with a very visual-type person who communicated in pictorial terms. His description of a baseball game, that he listened to on the radio, was transferred to a vivid picture account when he recalled the game's events. By his own description, he claimed that he saw the game on the radio.
This information, and the lessons that surround it, will construct a foundation for you to establish an understanding of how to identify the different types of communicators and then to establish an amazing rapport with them. The rapport you create will allow you to become a powerfully persuasive communicator.
This book is presented in a succinct and rapid-fire pace. A debt of gratitude and attribution should go out to some of the persuasive teachers who have inspired my work: Zig Ziglar, master salesman, persuasive speaker extrordinaire and author of See You at the Top; Dr. Kerry L. Johnson, author of Subliminal Selling Skills; Napoleon Hill, author of Think and Grow Rich!; and Dr. Norman Vincent Peale, author of The Power of Positive Thinking.
However, the unique aspects of this work have come from my years on the retail sales floor of the company which I am president of today, 40 Winks Sleep Shops. It was there that my inclusive approach was practiced, and perfected.
I have assimilated the information that I have studied and presented it in this inclusive book. It's suggested that you ingest the information contained slowly, so that you may effectively absorb it and transfer it to your own personality.
It is my sincere hope that this information will inspire you with fresh and productive ideas on how to increase your own persuasive ability. Each chapter should fill your head with positive and productive thoughts that you eagerly absorb, and wet your appetite for even more.
When you have completed this book, I hope you will read it again and concentrate on specific areas. Study, read, practice, and eventually master the lessons one at a time. If you do this with a determined diligence, I guarantee that you will increase your confidence in your own, newfound persuasive ability.
TABLE OF CONTENTS
LESSON ONESold - on you
A sale is made or lost in every conversation
LESSON TWO
Some people say it walks
A different spin on an old adage
LESSON THREE
The home-field advantage
Negotiate at the location of your choice
LESSON FOUR
Sizing-up the competition
Know and understand your opponent
LESSON FIVE
The eyes have it!
The principles of neurolinguistic psychology
LESSON SIX
The visuals
Those people with minds like slide projectors
LESSON SEVEN
The auditories
Those people with minds like a tape recorder
LESSON EIGHT
The kinesthetics
Those touchy-feely type of people
LESSON NINE
Who are you?
Identifying your home-base mode of communication
LESSON TEN
Listen carefully
Keep an ear to the ground at all times
LESSON ELEVEN
Mirroring and imaging
The art of matching your opponent both verbally and visually
LESSON TWELVE
Positive thinking
There is a benefit derived from thinking positively
LESSON THIRTEEN
Gestures
The powers of simple gestures
LESSON FOURTEEN
Morning people
Some people say they aren't
LESSON FIFTEEN
Give me your tired
Sleep deprivation: Some are in debt up to their eyelids
LESSON SIXTEEN
Contrarians
Those who can't help but to say no
LESSON SEVENTEEN
Trying to reason with the hurricane season
Dealing with the things that are out of your control
LESSON EIGHTEEN
Don't let it shake you, kid
When you find yourself to be the target of others
LESSON NINETEEN
Lieutenant Columbo
They only look disorganized
LESSON TWENTY
Throw yourself at the mercy of the court
When winning is no longer an objective
LESSON TWENTY-ONE
The battle of the sexes
Resisting the temptation and allure of sexual persuasion
LESSON TWENTY-TWO
Be strong - be good
Understanding the change-up pitch of persuasion
LESSON TWENTY-THREE
Grow old and grow wise
The lessons of yesterday hold the answers to the problems of tomorrow
LESSON TWENTY-FOUR
Putting it all together
Now you got it, use it!
LESSON TWENTY-FIVE
And, the best part is, they won't have a clue
The ultimate sting: You win - they lose, and they don't know it
LESSON FOURTEEN Morning people
To me, it's one of the great mysteries of life: Those who people who claim that they aren't morning people. There are those who can rise and shine with the break of dawn, and there are those who can't. Or so they say.I am not sure what this, "I am not a morning person," means. But, it sounds like an excuse explaining why they don't function well in the AM hours.
As I see it, if you have to wake-up in the AM, you'd better be a morning person. Should you have the misfortune of not awakening from your sleep, then you're definitely not a morning person - at least not on that particular day.
If you are blessed to wake-up, you are, or you had better fast become, a morning person. On any given day, there are many people on this planet who definitely are not morning people. In fact, they will not be afternoon, evening, or even night people, for that matter, ever again. It's all over for them - they're dead! Reconsider the claim, "I am not a morning person," and recognize how ludicrous of a statement it is. Waking up and claiming not to be a morning person would be like becoming hungry and exclaiming, "I am not an eating person."
It just doesn't make any sense.
If I really thought that I had some deficiency in the morning hours that put me at a disadvantage with the rest of the world, I don't think I'd be too willing to share that inadequacy with anyone else. I'd be embarrassed by my personal failure, and I'd be working hard to correct it.
Yet, these self-described "non-morning people" are very quick, if not anxious, to inform those around them of their self-diagnosed malady.
If you are one of those people, who have used this "I am not a morning person" excuse, work to establish patterns in your life that will allow you to become a morning person. If you feel your physiology is not capable of functioning efficiently in the AM hours, no matter how hard you try, begin waking up one or two hours before the rest of the civilized world and spend this time by yourself doing routine or mundane activities. Make coffee, read the paper, or clean up around the house. Give yourself time to assimilate into the fabric of the day.
Now, when the rest of the world is waking up to their morning, it's past that time for you - you're now in mid-morning. You don't have to be at a disadvantage meeting and dealing with all those happy morning people, who are all so bright and cheerful, from a handicapped position. It's almost afternoon to you! Should you find yourself needing to wake up three, four, or five hours earlier than normal to work this strategy, it's time to rethink this position and find a new plan of attack.
If you are ever associated with people who make the morning claim, and actually believe it to be true, take the initiutive.
Confront, debate, and conduct as many negotiations as possible with them in the morning hours. It's when they're the most vulnerable.
For no other reason other than the preconceived notion they have about themselves, these non-morning people will go about their AM business somewhat tentatively and expecting to fail.
Schedule negotiations with these people as early as possible, and arrange the meetings to take place at the location of your choice. You will be confronting a person who is not operating at peak performance at a location that adds an additional degree of discomfort. Now, you will not only be enjoying a distinct energy advantage, but you also will have the benefit of the home field advantage.
It is really quite a shame that there are people out there who are willing to write-off such an important and beautiful part of the day. Many good things happen to those who start their day early.
Why?
Well, for one thing, you are not competing against a full complement of people out there in the work force. Many of your competitors are sleep-walking through their morning routines. The deck is definitely stacked in your favor.As I mentioned earlier, I work in a retail store. I can recall numerous occasions when the phone rang, well in advance of the store's opening, with a customer on the other end wanting to place an order. When this happens, I often wonder if a competing company had lost the business because this customer may have tried there first, only to have the call go unanswered. It is a good case of the early bird catching the worm, and in my case, getting the order.
Another benefit of being a early riser is that by beginning the day's events early, you have a greater period of time to correct, or make right, anything that hasn't gone well the first time around on that day. Often, as you know, events do not always proceed as planned. When you begin early, you have a larger window of opportunity to explore corrections. If you have a project with a specific deadline, the earlier you begin, the more time you will have to complete your work. By starting early, you allow yourself the luxury of working at a relaxed and comfortable pace, permitting you to complete your assignment in an unhurried and, perhaps, more accurate fashion.
I think back to my college days when, for whatever the reason, many students would wait until the last minute to complete an assignment. They would be forced to pull, what we'd call an all-niter, to complete their work. More often than not, the all-niters would produce an sub-par effort and an ultimately inferior product.
Adding insult to injury, these students would then have to suffer the ill effects of the physical fall-out that came along with missing the benefit of a healthy night of sleep, thus rendering them definite non-morning person status for the next day, or even two.
I once heard the famous college and pro football player, Paul Hornung, joke on an NFL broadcast that his daddy used to tell him to get married in the morning. That way, he said, if things didn't work out, he hadn't ruined the whole day.
Start your day early. Enjoy the beauty of the morning and benefit of your early effort throughout the balance of the day. You'll find it gives you an advantage that many others are willing to relinquish, and in some cases, forego entirely.
Be a morning person simply by making the morning an operational and productive part of your day.
