P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome Praise for The Science of Influence, Second Edition “As a sports and performance psychologist who promotes the positive use of persuasion and influence to turn people into extraordinary performers, I always urge clients to read Kevin Hogan’s material. His new book, TheScienceofInfluence,willnowbeatthetopoftherequiredreadinglistfor all my sales training and coaching clients. Hogan has outdone himself this time. This is a must-read for everyone who wants to be more successful.” —Richard F. Gerson, Ph.D., CPC, CPT, CMC Author of 19 books, including HEADcoaching: Mental Training for Peak Performance and Winning the Inner Game of Selling “Whether it is in the boardroom, on the golf course, or across the dinner table,weallstruggletounlearnbadhabits,puttorestunfoundedfears,and effectpositivechange.KevinHoganoffersusasimplebutpowerfulwayto shape behaviors, responses, and performance—both our own and those of others.” —Linda Parker Educator and author of The FabJob Guide to Become a Professional Golfer “A cornucopia of research-proven tips, techniques, and resources to help you unlock the key to your prospect’s mind and elicit a positive response. Easier, faster, and more effective for those in business than an advanced degree in psychology!” —Roger C. Parker Author, coach, consultant P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome THE SCIENCE INFLUENCE OF How to Get Anyone to Say Yes in 8 Minutes or Less! Second Edition Kevin Hogan John Wiley & Sons, Inc. P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome Copyright(cid:1)C 2011byKevinHogan.Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey. PublishedsimultaneouslyinCanada. Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinany formorbyanymeans,electronic,mechanical,photocopying,recording,scanning,orotherwise, exceptaspermittedunderSection107or108ofthe1976UnitedStatesCopyrightAct,without eitherthepriorwrittenpermissionofthePublisher,orauthorizationthroughpaymentofthe appropriateper-copyfeetotheCopyrightClearanceCenter,Inc.,222RosewoodDrive,Danvers, MA01923,(978)750-8400,fax(978)646-8600,oronthewebatwww.copyright.com.Requests tothePublisherforpermissionshouldbeaddressedtothePermissionsDepartment,JohnWiley& Sons,Inc.,111RiverStreet,Hoboken,NJ07030,(201)748-6011,fax(201)748-6008,oronlineat http://www.wiley.com/go/permissions. 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LibraryofCongressCataloging-in-PublicationData: ISBN978-0-470-63418-9(paper) ISBN978-0-470-88069-2(ebk) ISBN978-0-470-88070-8(ebk) ISBN978-0-470-88071-5(ebk) PrintedintheUnitedStatesofAmerica 10 9 8 7 6 5 4 3 2 1 P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome For Jessica and Mark Hogan The kids every parent asked for P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome Contents AbouttheAuthor ix Preface x Acknowledgments xiii 1 Influencing Others to Change 1 2 The First Four Seconds 13 3 The Delta Model of Influence 33 4 Credibility: The Pivot Point of Persuasion 57 5 The New Principles of Influence 65 6 Introduction to Omega Strategies 85 7 Framing Principles, Persuasion Techniques, and Influential Strategies 107 8 Applying the Laws of Influence 131 9 The Influential Secret of Oscillation 157 10 Mind Reading: How to Know What They Are Thinking 167 11 I’ll Think About It 173 12 How Their Brain Buys ... You! 207 vii P1:OTA/XYZ P2:ABC fm JWBT316-Hogan August28,2010 10:44 PrinterName:ToCome viii Contents 13 “I Will Do the Work for You”: Magic Words That Unlock Minds 219 14 The Power of Thinking without Thinking 233 15 Influence in Sales and Marketing Online and in the Real World 243 16 The Problem and Opportunity of Memory in Influence 259 17 Women: Influencing Women to Buy 267 Bibliography 287 Index 295 NeedaSpeaker? 305