Persuasion Engineering Summary
Persuasion Engineering is a book about the engineering of influence. It also demonstrates many of the Milton Model language patterns, use of metaphors and suggestions. This makes it difficult to summarize, because it's not just about the content.
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Persuasion is helping people make the right decision.
No matter what you think you sell, you are really selling feelings, for example, comfort or safety. Because of this, you need to find out what feelings they want and how they interpret these in verbal and non-verbal ways.
Canned rituals - the only way you can make more money is by prospecting more and spending more time. How do you sell the other 70%? Higher closing rates come from being able to vary behaviors until you get the response you want.
When people tell you the result they want, they are really telling you how to get it, not what the real motivation is. You can also add in other dimensions by changing the length of time i.e. from a short term to long-term perspective.
the Selling Process
The two step sales process
- You must really want to sell it. It is difficult to sell something you don't believe in.
- Induce a wanton buying state in the customer, then show them the product (state elicitation)
Rapport
The selling process begins with rapport. The basis of rapport is opening all your senses to notice what is going on, if you go inside your head, you are lost. The purpose of rapport is to influence the situation. The best way to keep rapport is to demonstrate understanding behaviorally. Paraphrasing does not demonstrate understanding, instead deliver back exactly what you see and hear (words and gestures).
One of the easiest ways to start influencing is by noticing the person's representational systems and matching them. When people are buying, either they know what they want, or they don't. If they know, then give it to them (this sounds easy, but many sales people don't do this). Whey they don't, know, you need to teach them how to buy. You need to anchor the good feelings.
People understand words at the same rate they speak them. For many people, doubt is down to their right (not everyone). By putting the contract in their doubt area, you induce doubt.
We learn from noticing what is different, but like what is the same.
Your State
Your attitude is the result of the way you view the world. If you see yourself as a wimp that's how you come across. When do you move without hesitation? For example picking up money.
When were you flirtatious courageous humorous? Anchoring these states adds flexibility. Wealth increases as you become more congruent. If you don't do things in your head to make your world more dynamic, it won't be.
Maturity can be a terrible thing if it gets you to reduce your behaviors and not have fun at what you do. If you don't change your behavior to find out how to generate more business, you are not going to do well
You can't get a positive state in someone if you aren't in one yourself. You can build a phobia in an instant (building aversions) and keep yourself poor. Which direction does the voice in your head come from?
There is nothing wrong with being compulsive, just make sure you put the right things through the compulsion machine. Where would you like to have a compulsion? Cold calling?
You can build a propulsion machine (something that pushes and pulls you at the same time) in yourself as a motivating force. Notice $100 bills raining down, you can pick them up as soon as you do it... Next 
