The Unfair Advantage: Sell with NLP!
by Duane Lakin

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Book Reviews of The Unfair Advantage: Sell with NLP!

Book Review: Brain software
Summary: 5 Stars

Let's assume your mind is made up of different parts like the roles each of us enact during the day: a woman can at the same time be a wife, mother, daughter, sister, coworker, secretary, cook and so on. Can you see where I am going? For each of these roles, we allow certain facets of our personality to come forward and suppress the others. For example, a cook does not necessarily have to know where the Xerox machine is. Therefore, in the mind, folks talk to themselves in different voices or attitudes depending on which role or part is conscious. This is normal and healthy.

In addition, you have parts with which you are pleased and other parts you would like to enhance. The goal of NLP is to teach you how to improve your internal talk to get all your parts synchronized and working together.

NLP has branched into many fields from success mastery in overcoming negative patterns to the practical applications for sales and marketing. Today's customer has massive control with access to more information than can possibly be processed. The message you send to make a distinction for your product or to make you stand out as a special person must be personal, adaptable, appealing and intended for the one rather than the many. As Paul Lakin declares: "The 'Unfair Advantage' is the ability to sell YOU."

Being familiar with NLP, I bought a copy to help me with my work in a non-profit fundraising organization. Like others who must deal with folks on the telephone, you must capture the prospect's attention within the first few seconds. You must be able to say something that will put the prospect off guard just long enough for you to begin your case.

Remember, that the voice must do everything. You cannot see body signs or a bored look. What to do? Listen to the verbs. The object of Lakin's book is to teach you how to recognize the language preference revealed by the action words (verbs) you tend to choose at any given time. These relate to our five senses: visual (sight), auditory (hearing), kinesthetic (feeling), olfactory (smell), and gustatory (taste). The following examples are from the book:
Visual? "I see your point."
Auditory: "I hear the problem and would like to say something about it."
Kinesthetic: "I don't have a good feel for that yet."
Olfactory: "Something smells here."
Gustatory: "That is sweet."

Since Western speakers seldom use the last two categories, the lessons hone in on the visual, auditory, and kinesthetic.

Without making this too lengthy, if you are in contact with the person you are selling, you can identify their sensory inclination by watching their eyes and the direction they look.
This volume is a priceless treasure and I rate it five stars for the ease in which they have taught me to be a success.

Summary of The Unfair Advantage: Sell with NLP!

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