Table of Contents

Preface.

Part 1 The Starting Point – People, Beliefs and Relationships.

1 – Daring to Begin.

2 – The Role of the Subconscious in Influence.

3 – How to be More Liked by More People.

4 – How to Remember People's Names.

5 – How to Develop Good Relationships.

Part 2 Persuasion and Influence.

6 – The Five Keys to Persuasion and Influence.

7 – How to Create Genuine Empathy.

8 – Asking Questions and Accepting the Answers.

9 – Understanding Implications and Influence.

10 – Thinking Long Term and Getting Your Own Way.

11 – The Importance of Preparation in Influencing.

12 – Different Strokes for Different Folks.

Part 3 Overcoming Objections and Negotiation.

13 – Techniques to Handle All Objections.

14 – The First Four Steps to Negotiation.

15 – The Final Four Steps to Negotiation.

16 – Getting People to Do What They Have Agreed to Do.

Part 4 The Reasons People Buy What They Buy.

17 – The Psychology Behind Why People Buy What They Buy.

18 – Rarity.

19 – Empathy and Ego.

20 – Authority.

21 – Special Deal.

22 – Obligation.

23 – Nervousness.

24 – Social Pressure.

25 – How People Choose.

26 – Putting the Reasons Together.

Part 5 How Memory, Learning and Communication Work.

27 – How to Get People to Remember What You Have Said.

28 – How Learning Works and Why Power Point Doesn't.

29 – How to be a More Effective Communicator.

Part 6 Trust, Motivation and What You Need to do Next.

30 – The Seven Things that Really Matter in Relationships.

31 – How to Build Trust That Lasts a Lifetime.

32 – Motivation.

33 – Say What You Are Going to Do and Do What You Say.

34 – Influence, Persuasion and the Purpose of Life.

Appendix: Philip's Purpose.

Philip's Desiderata.

About Philip Hesketh.

About the Author

Philip Hesketh has spent over five years as a business speaker, a profession which taken him as far as a field as Singapore and Australia. Now a full-time speaker on 'The Psychology of Persuasion', Philip shares the knowledge and experience he gained during his impressive career as a salesman for Proctor & Gamble, and later as a Business Director and Managing Partner of Advertising Principles, a leading advertising firm, which he grew from a standing start to a £48 million company employing over 150 people.
Phil is a motivational speaker and raconteur. He offers wit and wisdom on human behaviour and how to influence it. The result? Audiences are enthralled as well as informed from first minute to last. Smiling throughout and often laughing out loud. But more importantly, they leave the event inspired and better informed on how buying, selling, persuading and influencing actually work.

Reviews

' I liked the tone and pace of the book, and enjoyed reading it...this was an excellent, thorough book, that gave me a lot of food for thought'. (The Bookbagh.co.uk, October, 2010). '...Hesketh's anecdotes give the book a personal edge not normally found in this type of material.' (B2B Marketing, January 2011). 'ideal for anyone dealing with people at work, and particularly useful working in sales or customer service' The Market