Real Influence

  • by Mark Goulston, M.D., Dr. John Ullmen
  • Narrated by Walter Dixon
  • 6 hrs and 19 mins
  • Unabridged Audiobook

Publisher's Summary

People won't put up with being "sold" anymore. If they sense they are being pushed, their guard goes up - and even if they do comply, lingering resentment undermines the relationship...maybe forever. Yet, most books on influence still portray it as something you "do to" someone else to get your way. That out-of-date approach invites resistance or cynicism from those who recognize the techniques. Manipulative tactics might occasionally wear down a colleague's or client's resistance, but they fail to produce the mutual trust that sustains successful relationships. In short, they just won't work in our sophisticated, post-selling world.
In this groundbreaking audiobook, authors Mark Goulston and John Ullmen reveal a new model for authentic influence - the kind that creates a strong initial connection and survives long after agreement has been reached. Based on listening, genuine engagement, and commitment to win-win outcomes, Real Influence provides a powerful four-step method you can use to:


Examine your priorities
Learn about the key players and what they need
Earn their attention and motivate them to hear more
And add value with your questions and actions
Complete with examples of the steps in action and insights from real-world "power influencers", this one-of-a-kind guide shows that being straight with everyone means winning for all.

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Customer Reviews

Most Helpful

Challenging your perspective

Very interesting, mind provoking and made me reflect on my interaction with others. The their there technique I definitely use more often.
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- Az

Your Credibility Comes From The Questions You Ask

Mark Goulston and John Ullman have written a book that even an insensitive oaf like me can see is valuable because they clearly show you how to achieve real influence, the ability to persuade without pushing and gain without giving in.



We teach our clients in Sandler rules such as "when under attack, fall back", "to get more, give more", "slow the sale down to speed the sale up", "your power resides in being vulnerably assertive", "people buy for their reasons not your reasons", "burn your bridges" etc. Real Influence gives you the means to develop concrete habits for living these and our other Sandler rules in your daily life.



This book is a practical, instantly applicable must read for anyone serious about improving the quality and effectiveness of their relationships, personal and business. If you are a Sandler franchisee and train No Guts No Gain, "Real Influence" and their previous book, "Just Listen" (also available on Kindle and audio) will help you better understand the content of NGNG and deliver it to your clients much more effectively. Their explanation of how the brain works because of how it has evolved and the functions of the different parts of the brain & hardwired scripts helps TA fall into place instantly. Understanding the implications for training the Buyer-Seller dance, up front contracts, reversing, stroking, dummy curve, consistent referrals and the submarine are very exciting too.



The audio version is delivered well and sinks in quickly because of the vivid, real life examples the authors describe. A five star read.



Thanks Mark and John for a splendidly simple and practical guide to Real Influence. It has already helped me to sell more with less effort and improve what I am already good at through my training with Sandler, and for the most part I'm behaving better at home too!

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- Marcus

Book Details

  • Release Date: 24-12-2012
  • Publisher: Gildan Media, LLC