Simple and practical methods for being a more effective salesperson Sophisticated and easy-to-apply, the sales techniques in this book are based on the gently hypnotic patterns of speech and gesture that all "born" salespeople habitually use to build customer trust, melt resistance and quickly close sales. The techniques are so subtle, so natural and so convincing that few people are even aware of them or recognize their hypnotic power. Leading sales psychologists Donald Moine and Kenneth Lloyd have pinpointed and described these previously little-understood secrets. In the pages of this handbook, you'll see step-by-step how to use these methods to counter any and all objections, put your prospects in a buying mood, and complete more sales than you previously thought possible. The authors of this work believe top salespeople can be developed by applying the principles of hypnosis to sales presentations. They give a brief history of hypnosis and describe how it has been used in the counseling professions. They then show how the same techniques of trust building, wording, voice tone, and delivery can be applied to sales situations. Although this may sound like some shady sales gimmick, it is actually very good advice on the art of persuasion. Less general in approach and more technique-oriented than Kathy Aaronson's Selling on the Fast Track ( LJ 5/15/89), this is recommended for larger libraries or those with large sales collections. - Robert Logsdon, Indiana State Lib., Indianapolis Copyright 1990 Reed Business Information, Inc. Dr. Donald J. Moine  is a well-known convetion speaker and sales psychologist who has taught sales hypnosis to over 200 of America's top sales "superstars." Dr. Moine also writes sales script books and sales trainign films for Fortune 500 companies. Dr. Donald Moine is President of the Association of Human Achievement in Rolling Hills Estates, California. Dr. Kenneth Lloyd  is an Organizational Development Consultant who runs his own management consulting firm in Sherman Oaks, California. He co-wrote an award winning film on communication, and he has a number of television scripts to his credit. 1 Unveiling The Best-Kept Secret Of Sales Superstars It is an indisputable fact that top salespeople use forms of indirect or conversational hypnosis to command attention, build trust, garner respect and confidence, to create unforgettable impressions and to close sales. No one can argue with this fact. University researchers have studied forms of conversational hypnosis for years. Studies of sales superstars have conclusively shown that they extensively use this powerful form of human communication. Linguists are professionals who specialize in the study of how human beings use language. If anyone understands how the spoken word affects perception and thinking, it is linguists. Their research has shown that top salespeople and top negotiators and skilled attorneys all use similar forms of indirect hypnosis. With all of the years of research that has been done, with all of the technical reports that have been published, with all of the indisputable proof we have that highly persuasive people do use conversational hypnosis, why is this finding so little understood and so shocking to the average person? Why have these techniques been kept secret? The notion of using hypnosis as part of the sales process brings to mind images of unwary customers being tricked into buying products that they don’t need and can’t afford. It brings to mind the image of a salesman slowly waving a gold Cross pen in front of the prospect, back and forth, back and forth, until the prospect’s eyes glass over, and his hand slowly reaches out for the pen and signs the order. The above scenario is exactly what this book is not about. And, it is exactly what sales hypnosis is not about. Keys that Unlock the Secret of Hypnotic Selling Scientific studies of sales superstars have been conducted on elite salespeople who earn in excess of $100,000 per year in personal income. In our own studies, which were inaugurated in 1978, we have interviewed, traveled with, worked with and tape-recorded a wide variety of salespeople—ranging from those who are flat broke to those who earn over $800,000 a year in personal income. Many of these sales champions cannot explain how they do what they do. THUS, ONE OF THE REASONS THAT SALES HYPNOSIS HAS NOT BEEN TAUGHT PREVIOUSLY IS THAT THE PEOPLE WHO PRACTICED IT COULD NOT THEMSELVES EXPLAIN HOW IT OPERATED. They could do sales hypnosis, but they didn’t have the tools to break it down and teach it to others. Apparently, asking masters in the art of sales hypnosis to also be great teachers was akin to asking great athletes to also be great coaches. A great idea, but it is seldom realized. The job was left to scientific researchers to discover the structure of sales hypnosis. The researchers found that highly successful salespeople use communication techniques which are nearly identical in